Summary: Vicarious Learning W4Kc5

Read the summary and the most important questions on Vicarious Learning W4KC5

• 1 Introduction

• Which psychologist researched Vicarious Learning?

  Bandura.

• What does Vicarious Learning mean?

  Observing other people's behaviour and consequences which then changes your own behaviour = Observational Learning.

• How is Vicarious Learning related to Operant Conditioning?

  Within VL there is a link between behaviour and subsequent consequences:
  
  

  • imitate behaviour that leads to positive consequences - observed positive reinforcement;
  • avoid behaviour that leads to negative consequences - observed punishment.

• What is an important difference between VL and OC that should be acknowledged?

  It is indirect meaning that behaviour is not conducted but observed and consequences are not experienced but observed.

• 2 Vicarious Learning & Marketing

• When we look at Vicarious Learning in Marketing, we see comparable possibilities but also differences to Operant Conditioning, which possibilities and differences are these?

  • OC: product trial;
  • VL: product demonstration - with control over positive consequences.
  • BUT where OC requires direct experience; 
  • VL allows for passive media (every medium on which behaviour and consequences can be shown) to be a tool for VL. 
    

• 3 3 types of Vicarious Learning in Marketing Communication

• What are the 3 types of VL that can be applied to Marketing Communication?

  1. Inhibit Undesired Responses; 
     
  2. Response Facilitation; 
  3. Developing New Responses.

• 3.1 Inhibit Undesired Responses

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• What are you trying to do when applying the Inhibit Undesired Responses VL approach?

  You are trying to suppress certain undesired responses by showing negative consequences.

• Why is Inhibit Undesired Responses hard to apply in Operant Conditioning?

  Because OC is about direct experiences and it is ethically and practically wrong to punish in order to suppress undesired responses.

• In the sense of Inhibit Undesired Responses, how can extinction be achieved?

  It works for extinction by showing a lack of positive consequences which decreases the likelihood of the behaviour amongst viewers.

• How can we use the Vicarious Learning type of Inhibit Undesired Responses in Marketing Communication (Marcom)?

  Yes, in a Commercial you could show the negative consequences of not using a product and then the positive consequences of using that product (Head & Shoulders).