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Mkt4025 W7
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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