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Mkt4025 W7
 

Mkt4025 W7

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    Mkt4025 W7 Mkt4025 W7 Presentation Transcript

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