Social Learning Theory: A Psychological Approach to Advertising Effectiveness?

Abstract

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.