U of I professor looks at Super Bowl commercials and consumer behavior

Posted on February 5, 2021
Hayden Noel, associate professor of business administration, University of Illinois at Urbana-Champaign, studies consumer behavior. (WJBC file photo)

 

By Dave Dahl

SPRINGFIELD – Great commercial. Now, what was it for? A University of Illinois professor who studies consumer behavior says there could be some of that going around during Sunday night’s Super Bowl.

Hayden Noel, an associate professor of business administration, says one sponsor tried throwing in the things people like !!

“They used the phrase ‘puppy, monkey, baby,’” Noel says. “It was a humorous take on the fact that a lot of Super Bowl ads actually were successful when there was a puppy, a monkey, or a baby. So there’s a lot of emotion there. A lot of people remembered the ad — but didn’t remember the brand.”

For what it’s worth, Mountain Dew, 2017.

Anyway, Noel says the Super Bowl is not for niche marketers and is not a great buy for everyone. What’s more, the Internet is so full of creative, compelling, and emotional content that you don’t have to wait until the Super Bowl.

Dave Dahl can be reached at [email protected]

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