Social Learning Theory
A Psychological Approach to Advertising Effectiveness
Bibliographic Data
| ID | 11012001 |
|---|---|
| Authors | Clive Fullagar (University of the Witwatersrand), Julian Barling (0000-0002-4334-5901, University of the Witwatersrand) |
| Year | 1983 |
| Volume | 13 |
| Issue | 1 |
| Pages | 18-22 |
| Publication date | 1983-03-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | South African Journal of Psychology (JOURNAL) |
| Journal identifiers | ISSN: 0081-2463 • E-ISSN: 2078-208X |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/008124638301300105 |
| OpenAlex | W1986409858 |
| Language | EN |
| References cited | 13 |
Most of the current research on consumer reactions to advertisements has utilized explanations based on advertising models of consumer behaviour. The present study assessed the utility of social learning theory approaches to advertising effectiveness. Orthogonal 2 times; 2 × 2 times; 2 (race of model × sexiness of model × race of observer × sex of observer) ANOVAs were computed on 160 subjects' recall of an advertisement, attitudes to that advertisement, and purchase intention following exposure to the advertisement. In considering the various two-way and higher-order interactions that emerged, it was concluded that a framework of social learning theory may account for the findings. Specifically, the interaction between behaviour, the environment, and cognitive events influencing perception and action, together with the situational specificity hypotheses adequately explain consumer reactions to advertising. It is suggested that other social learning constructs such as response-outcome expectations, their valence, and the delay of gratification paradigm may further explain such behaviour
Advertising · Cognition · Cognitive psychology · Consumer behaviour · Gratification · Perception · Recall · Situational ethics · Social learning theory · Valence (chemistry) · Behavioral Health and Interventions · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Psychology · Social Psychology
The Psychology of Conservatism
Toward a cognitive social learning reconceptualization of personality.
Social learning theory
Reflections on the cognitive-learning trend in psychotherapy
Comparative effects of the reward stimulus and its cognitive representation in voluntary delay
The self system in reciprocal determinism
Toward a Sociology of Consumption
| Citation velocity | historical |
|---|---|
| Highly cited | No |