Podcast about Super Bowl advertising & marketing

Episode 28 The Big Game: Costly Signaling and the Public's Trust

In this episode, we discuss the influence behind Super Bowl ads and how concepts like costly signaling and cultural imprinting help consumers align with brands.

Episode Highlights

Costly Signaling

Costly signaling proposes that humands may send honest signals about desirable personal characteristics and access to resources through costly displays or behaviors that would be hard to fake.

The Power of Public Statements

A major way to boost trust is through public statements. Thought experiments suggest that the same claim makes a different impact depending on whether it’s made publicly or privately.

Cultural Imprinting

Cultural imprinting is the mechanism whereby an ad, rather than trying to change our minds individually, instead changes the landscape of cultural meanings - which in turn changes how we are perceived by others when we use a product. Whether you drink Corona or Heineken or Budweiser "says" something about you. But you aren't in control of that message; it just sits there, out in the world, having been imprinted on the broader culture by an ad campaign.