Attitude Research Under the Sun was edited by John Eighmey. This work is a compilation of proceedings of the 1978 Attitude Research Conference. The papers explore in an interdisciplinary fashion some niche areas such as attitude trend research, neglected areas such as content analysis, and areas of popular interest such as attitude models. Also featured are attitudinal analysis with respect to print and electronic medium of advertising.
John Eighmey is Professor of Journalism and Mass Communication and Raymond O. Mithun Chair in Advertising at School of Journalism and Mass Communication at the University of Minnesota. He is a specialist in the development of consumer-driven advertising strategies for national brands. Eighmey has extensive professional experience in the advertising industry and has been a faculty member at Notre Dame University, the Medill School of Journalism at Northwestern University, the University of Alabama, and Iowa State University.
Professor Eighmey is a member of the editorial review boards of the Journal of Advertising Research and the Journal of Interactive Advertising. He served two three-year terms on the Accrediting Committee of the Accrediting Council on Education in Journalism and Mass Communication. Eighmey holds a doctorate in Business Administration (Marketing) from the University of Iowa.