Mkt4025 W7

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Mkt4025 W7

  1. 1. Social Influence on Health Behaviour MKT4025
  2. 2. Psychoanalytic view <ul><li>Behaviour is driven by (mostly) unconscious variables </li></ul>A C B(rain)
  3. 3. The scientific tradition... <ul><li>Classical Conditioning = Pavlov </li></ul><ul><li>Operand Conditioning = “Voluntary” Learning: Reinforcement Punishment Extinction </li></ul><ul><li>Radical Behaviourism Scientific approach to behaviour (esp. B.F. Skinner) </li></ul>
  4. 4. A C B(rain) Reinforce- ment Positive something good starts something bad starts Negative something good ends something bad ends
  5. 5. Critiques <ul><li>Psychodynamic view is too needs/drivers based ignores conscious decisions </li></ul><ul><li>Behaviourism is too “scientific” (e.g. no emotions) assumes direct reinforcement </li></ul>
  6. 6. Socialisation Primary Socialisation Secondary Socialisation Tertiary Socialisation
  7. 7. Socialisation Primary Socialisation Secondary Socialisation Tertiary Socialisation Anticipatory Socialisation Resocialisation
  8. 8. Reinforcement <ul><li>Reinforcement: Occurs after the behaviour Can it really influence behaviour? </li></ul><ul><li>Believe in Reinforcement can be vicarious expectation , i.e. not necessarily directly experienced </li></ul><ul><li>Thus focus on expectation </li></ul>
  9. 9. Social Learning/ Cognition Theory Personal Factors Environ- ment Behaviour (Bandura, 1977) Reciprocal Determinism Self-efficacy
  10. 10. Thus <ul><li>Reinforcement can be vicarious (observed) </li></ul><ul><li>Learning can be based on observation We don’t learn by trial and error </li></ul><ul><li>We have considerable self-control and can use this to avoid punishment or achieve goals </li></ul>
  11. 11. Learning by models <ul><li>Bandura’s doll studies: Children learn it’s good to abuse doll </li></ul><ul><li>Effects? </li></ul><ul><li>Health Behaviour </li></ul><ul><li>Aggression </li></ul><ul><li>etc </li></ul>
  12. 12. But... <ul><li>Social “observation” mayor factor </li></ul><ul><li>Social “approval” a mayor factor </li></ul><ul><li>But remember personal factors! </li></ul>
  13. 13. Interdependence Model of Social Influence Agents of Social Influence Targets of Social Influence Target’s Health-Related Outcomes Agent’s Health-Related Outcomes Communication Social Norms Relationship Characteristics Larger Systems Sociodemographic Factors Glanz, 2002

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