our everyday idols
Table of Contents
Executive Summary
1.
Introduction
1.1
Behavioural Learning Theory
3
1.1.1 Classical Conditioning
3
1.1.2 Operant Conditioning
3
2.
Reinforcement Theory
4
2.1
Application of theories
4
2.1.1 MasterChef Australia
4
2.1.2 The Biggest Loser
5
2.1.3 The Block
5
3.
Involvement Theory
5
3.1
Elaboration Likelihood Model (ELM)
6
3.2
High Involvement
6
3.3
Low Involvement
6
3.4
Cognitive and passive (Left and Right brain)
7
4.
Conclusion
5.
References
2
3
8
9
Executive Summary Television plays a part in everyone’s daily lives, by influencing individual’s behaviour, actions and purchasing decisions. Behavioral learning theory is a fundamental concept which marketers uses to understand how consumer can be influenced. As such there are two types of behavioral theories namely Classical conditioning which is a response to a situation through repetitive exposure and Instrumental conditioning which is a learning process whereby one is rewarded for a particular behavior. As discussed in the report below, BF Skinner classified two types of reinforcement namely positive reinforcement and negative reinforcement. The two main levels of involvement highlighted are high and low levels of involvement such viewers tend to exhibit certain characteristics and traits. Highly involved viewers are very focused, attentive and are more likely to pick up insignificant marketing cues, whereas the lowinvolvement viewers tend to more attentive to the method of presentation rather than the intended content. This report discuss on how television programs impacts and influence the consumers’ behaviour and the various factors that causes the consumer to behave in a certain manner.
1.
Introduction
Since the exposure to the existence of television, viewers are inspired by the role models which have influenced certain aspects their lives. Even though an
Executive Summary
1.
Introduction
1.1
Behavioural Learning Theory
3
1.1.1 Classical Conditioning
3
1.1.2 Operant Conditioning
3
2.
Reinforcement Theory
4
2.1
Application of theories
4
2.1.1 MasterChef Australia
4
2.1.2 The Biggest Loser
5
2.1.3 The Block
5
3.
Involvement Theory
5
3.1
Elaboration Likelihood Model (ELM)
6
3.2
High Involvement
6
3.3
Low Involvement
6
3.4
Cognitive and passive (Left and Right brain)
7
4.
Conclusion
5.
References
2
3
8
9
Executive Summary Television plays a part in everyone’s daily lives, by influencing individual’s behaviour, actions and purchasing decisions. Behavioral learning theory is a fundamental concept which marketers uses to understand how consumer can be influenced. As such there are two types of behavioral theories namely Classical conditioning which is a response to a situation through repetitive exposure and Instrumental conditioning which is a learning process whereby one is rewarded for a particular behavior. As discussed in the report below, BF Skinner classified two types of reinforcement namely positive reinforcement and negative reinforcement. The two main levels of involvement highlighted are high and low levels of involvement such viewers tend to exhibit certain characteristics and traits. Highly involved viewers are very focused, attentive and are more likely to pick up insignificant marketing cues, whereas the lowinvolvement viewers tend to more attentive to the method of presentation rather than the intended content. This report discuss on how television programs impacts and influence the consumers’ behaviour and the various factors that causes the consumer to behave in a certain manner.
1.
Introduction
Since the exposure to the existence of television, viewers are inspired by the role models which have influenced certain aspects their lives. Even though an
References: Adcracker.com,. 2015. 'Consumer Involvement Theory | Adcracker '. Cherry, Kendra. 2015. 'Operant Conditioning: What You Need To Know '. Communication Theory,. 2015. 'Elaboration Likelihood Model '. James A, Muncy, and Hunt Shelby D. 1984. 'Advances In Consumer Research '. LiveScience.com,. 2011. 'What 's The Difference Between The Right Brain And Left Brain? '. Meade, Amanda. 2014. 'Reality Television To Dominate Australian Screens In 2015 '. The McLeod, Saul. 2015. 'B.F. Skinner | Operant Conditioning | Simply Psychology '. Quinn, Karl. 2010. 'Masterchef Mops Up In A Whole New Way '. The Age. http://www.theage.com.au/itpro/masterchefmopsupinawholenewway20100530wobc.htm Schiffman, Leon, Aron O 'Cass, Angela Paladino, and Jamie Carlson. 2014. Sinclair, Lara. 2010. 'Masterchef Sparks Coles Sales Surge '. The Australian. http://www.theaustralian.com.au/business/media/masterchefsparkscolessalessurge/storye6frg Vogel, Amanda. 2009. 'Weighing In On The Biggest Loser '. Www.Ideafit.Com. Sherif, Muzafer, Carolyn W. Sherif. 1967. 'Attitude, Ego Involvement, and Change '. New York: Greenwald, A. G. and C. Leavitt (1984), "Audience Involvement in Advertising: Four Levels," Journal of Consumer Research, 11 (June), 58192. (G. Green Wald 1984) G. Green Wald, Anthony. 1984. 'Audience Involvement In Advertising: Four Levels '. Faculty