Observational learning in advertising

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Power point for Ms. Muir's psych classes to watch on Telelearn Day on Nov. 23

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  • OBJECTIVE 21 | Describe the process of observational learning, and explain the importance of the discovery of mirror neurons.
  • Observational learning in advertising

    1. 1. Observational Learning in Advertising
    2. 2. Learning by Observation <ul><li>Higher animals, especially humans, learn through observing and imitating others. </li></ul><ul><li>The monkey on the right imitates the monkey on the left in touching the pictures in a certain order to obtain a reward. </li></ul>© Herb Terrace ©Herb Terrace
    3. 3. Imitation Onset <ul><li>Learning by observation begins early in life. This 14-month-old child imitates the adult on TV in pulling a toy apart. </li></ul>Meltzoff, A.N. (1998). Imitation of televised models by infants. Child Development, 59 1221-1229. Photos Courtesy of A.N. Meltzoff and M. Hanuk.
    4. 4. Modeling <ul><li>Is the process of observing and imitating a specific behavior </li></ul><ul><li>For example, this woman could be modeling the behavior of picking out and eating healthy fruit </li></ul><ul><li>Because she is attractive, it makes you want to imitate her behavior </li></ul>
    5. 5. Reinforcement <ul><li>Subjects are more likely to model behavior if the person doing the behavior is attractive and is being reinforced by something good happening after doing the behavior </li></ul>
    6. 6. Punishment <ul><li>Subjects are less like to model a behavior if the person doing the behavior is punished by something bad happening after doing the behavior </li></ul>
    7. 7. Modeling in Advertising <ul><li>Advertising tends to use attractive people </li></ul><ul><li>Who are modeling use of a product that the advertiser wants to sell </li></ul><ul><li>And use of that product is reinforced by something good happening </li></ul><ul><li>For example, drink this soda and an attractive person will fall in love with you </li></ul>
    8. 8. Negative advertising <ul><li>If you want to use advertising to decrease a behavior, you would show unattractive people modeling the behavior you want to decrease </li></ul><ul><li>And that behavior is being punished by something bad happening after the behavior </li></ul><ul><li>For example, this ad would make people not want to smoke cigarettes and drink beer so they could avoid being fat and dumpy </li></ul>

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