Mkt4025 W7

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Information about Mkt4025 W7

Published on December 10, 2007

Author: stephan

Source: slideshare.net

Social Influence on Health Behaviour MKT4025

Psychoanalytic view Behaviour is driven by (mostly) unconscious variables A C B(rain)

Behaviour is driven by (mostly) unconscious variables

The scientific tradition... Classical Conditioning = Pavlov Operand Conditioning = “Voluntary” Learning: Reinforcement Punishment Extinction Radical Behaviourism Scientific approach to behaviour (esp. B.F. Skinner)

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

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

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

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

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!

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

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