Your SlideShare is downloading. ×
Expectancy Value Theory
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Expectancy Value Theory


Published on

Published in: Education, Technology, Spiritual
1 Like
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. ExpectancyValue Theory By Ian Culibao Adv. Comm Theory
  • 2. Overview: Everyone’s got a goal.
    • Attitude affects our behaviour, intent and goals.
    • Expectancy Value theory focuses on the complex and interactive nature of attitudes
    • In communications, it highlights social influence; in particular, attitude and attitude change .
  • 3. Expectancy-Value Theory (EVT)
    • Attributed to Martin Fishbein (1970s)
    • An investigation of relationships between beliefs about an object and the attitude toward that object. (Human Relations Journal )
    • The theory has evolved as a refined tool used in various fields (advertising, psychology, education, etc.)
  • 4. EVT Keywords
    • Attitudes
    • predisposes a person to behave in a positive or negative way toward the attitude object (ao).
    • accumulation of data about the ao, each piece of information having been evaluated. Attitude change can occur with new information or a change in the judgement of truthfulness or value.
    • The ao can be any concept, organization, person, thing, etc.
  • 5. EVT Keywords
    • Beliefs/Expectations
    • Can be classified to 2 types:
      • Belief IN something. Points to a high probability of existence for the believer. (ex. Belief in the existence of God.)
      • Belief ABOUT something. Points to a high probability of existence of a particular relationship. (ex. Belief in God’s goodness. )
  • 6. Expectation Value Formula:
    • A o =  B i a i n=1
    • Where,
    • A = the attitude toward object o
    • B = the strength of belief i about o; that is, the probability or improbability that o is associated with some other concept x
    • a = the evaluative aspect of B; that is, the evaluation of x
    • N = the number of beliefs about o
  • 7. Notes on EVT:
    • With new information, attitude change can occur in 3 ways:
    • 1) it can alter the believability (weight) of particular beliefs
    • 2) it can change the value of a belief
    • 3) it can add new beliefs to the attitude structure.
  • 8. In Summary:
  • 9. In the News
    • CBCP: Poor’s bitterness rising
    • By Kristine L. Alave of the Philippine Daily Inquirer 07/09/2008
  • 10. News Analysis
    • Attitude Hierarchy According to the Fishbein Model
    • Attitude Object (o) = the poor N = 4 (# Beliefs in System)
    Associated Concepts (x) Probability of Associations (B) Evaluation (a) Authorities The poor are ignored by the authorities The authorities are inefficient. Subsidies Subsidies cannot sustain the poor. Subsidies do not solve the problem. Inflation Inflation makes access of goods harder for the poor. Inflation is bad. Jobs The poor find it hard to get jobs. Jobs are important. Wage increase The poor need regular wage increase to cope. Wage increase is good.
  • 11. Thank You. 