Group 10 Presentation Our Everyday Idols Justin Estrada Claire Gillespie Cameron Frasor

1. Case Study 6.1 – Our Everyday Idols
Group 10 –Week 8
Justin Estranda Question One
Cameron Frasor Question Three
Claire Gillespie Question Two

2. Question 1: What learning theories apply to the way in which viewers form their perceptions of reality based on reality TV shows?
The learning theories that explain why our perceptions
of reality can be changed by reality TV shows are;
 Classical Conditioning
 Instrumental Conditioning

3. Reality Television and Classical
Conditioning
Repetition
Stimulus Generalisation
Caesarstone® proudly associated
with The Block 2010
The Block 2011 takes a shine to
Caesarstone®
The Block 2012 – South Melbourne
MasterChef Logo
7 Piece Synergy - MasterChef
Special Edition
MasterChef apron with two
pockets

4. Reality Television and Instrumental
Conditioning
Positive Reinforcement
Negative Reinforcement
Why Does Jillian Michaels Yell At Biggest Loser
Contestants?
She did it: Confetti fell as Rachel was crowned The Biggest Loser

5. Reality Television and Instrumental
Conditioning
Inspired by Biggest Loser Weight Loss Transformations
Reality Show Inspired Transformations Josh Steele’s 250 lbWeight Loss: Inspired by
Biggest Loser, Achieved Through Hard Work

6. Question 2: How are these programs influencing our consumer purchasing decisions, particularly for products in intrinsically
linked industries such as food, home improvement, entertainment and health?
 Television is classed as one of the most important sources of
information influencing our values, norms and behaviours.
 Television provides us with role models – influencing our lives and
decisions.
 Reality Television has become huge in Australia.
 Popular shows include; The Biggest Loser, Master chef, My Kitchen
Rules and The Block.
 Human beings tend to engage in behaviours that enhance the possibility
of acceptance and being liked.
 Reality television gives an insight into ways that can obtain this social
acceptance.

7. Question 2: How are these programs influencing our consumer purchasing decisions, particularly for products in intrinsically
linked industries such as food, home improvement, entertainment and health?
The Biggest Loser
 Promotes healthy living by encouraging people to eat
healthy foods and to exercise.
 Motivate viewers to also want to participate in healthier
lifestyles.
 Contributes to purchasing decisions related to food and
health, such as, healthier food options, exercise equipment and gym
memberships.

8. Question 2: How are these programs influencing our consumer purchasing decisions, particularly for products in intrinsically
linked industries such as food, home improvement, entertainment and health?
Masterchef & My Kitchen Rules
 Two very popular reality shows.
 Encourages people to cook and experiment with different
foods.
 Contributes to consumer purchasing behaviours
related to cooking products.
 Using product placement and celebrity chef endorsements
to create connections with viewers and to influence their
purchasing decisions towards food and cooking equipment.
 Has been a successful marketing tool for brands such as Coles.

9. Question 2: How are these programs influencing our consumer purchasing decisions, particularly for products in intrinsically
linked industries such as food, home improvement, entertainment and health?
The Block
 One of Australia’s highest rated programs.
 Renovation competition based reality program.
 Inspires normal people to do their own renovations
and home improvements.
 Gives viewers the confidence to be able to also take
on these type of challenges in their own home.

10. Does a viewers level of
involvement with the reality-based
program- the degree of
interactivity with the show i.e.
having options to vote for or
against contestants- impact their
perceptions of the show?

11. INVOLVEMENT
THEORY
 Consumer involvement is a factor that drives
formation of attitudes.
 Individuals determine level of involvement with
product (or in this case reality show).

12. SOCIAL JUDGEMENT THEORY
• Processing of information on an issue is dependant
on involvement in the issue.
• High involvement results in heightened reactions to
messages received (contestant being voted off).
• Reaction to positive information is stronger
(assimilation effect) as well as negative reactions
(contrast effect).

13. IMPORTANT TO REMEMBER
 Although those less involved may have perceptions
impacted less or weaker reactions to information
received than those highly involved in same reality
show. it is important to remember perceptions and
attitude formation varies between individuals.

14. References
 Caesarstone® proudly associated with The Block 2010, photograph, viewed 7 September 2014,
< http://www.caesarstone.com.au/news/news-announcements/caesarstone%C2%AE-proudly-associated-with-the-block-2010>
 The Block 2011 takes a shine to Caesarstone®, photograph, viewed 7 September 2014,
<http://www.caesarstone.com.au/news/news-announcements/the-block-2011-takes-a-shine-to-caesarstone%C2%AE>
 The Block 2012 – South Melbourne, photograph, viewed 7 September 2014,
<http://www.franklinld.com/theblock.html>
 Allen, C, & Madden, T 1985, 'A Closer Look at Classical Conditioning', Journal Of Consumer Research, 12, 3, pp. 301-315.
 MasterChef Logo, photograph, viewed 7 September 2014,
<http://commons.wikimedia.org/wiki/File:MasterChef_Logo.svg>
 MasterChef apron with two pockets, photograph, viewed 7 September 2014,
<http://www.thelonebaker.com/journal/tag/masterchef-blow-torch>
 7 Piece Synergy - MasterChef Special Edition, photograph, viewed 7 September 2014,
<http://www.globalknives.com.au/products-masterchef-australia>
 Why Does Jillian Michaels Yell At Biggest Loser Contestants?, photograph, viewed 7 September 2014,
<http://www.winningman.com/why-does-jillian-yell/>
She did it: Confetti fell as Rachel was crowned The Biggest Loser, photograph, veiwed 7 September 2014,
< http://www.dailymail.co.uk/tvshowbiz/article-2552017/Rachel-Frederickson-crowned-The-Biggest-Loser-shrinking-tiny-108-lbs.html>
Josh Steele’s 250 lbWeight Loss: Inspired by Biggest Loser, Achieved Through Hard Work, photograph, viewed 7 September 2014,
<http://www.dietsinreview.com/diet_column/11/josh-steeles-250-lb-weight-loss-inspired-by-biggest-loser-achieved-through-hard-work/>