Sushma Saripalli_individual Submission.docx

Sushma Saripalli

1811358 (Group3)

Individual ApEx Submission

Observational Learning: Observational learning is the process through which individuals learn behaviour by observing the behaviour of others and the consequences of such behaviour. Observational learning is sometimes also referred to as shaping, modelling, and vicarious reinforcement. According to Albert Bandura’s theory, known as social learning theory, the modeling process for observational learning consists of the following four stages: 1. 2. 3. 4.

Attention – notice taken of something Retention - remembering what you paid attention to. Reproduction - reproducing the image Motivation - having a good reason to imitate

Examples: 1. Complan: Complan, a milk energy drink used observational learning in almost all its advertisements to show kids who drink complan have become 2 times taller. The ads mostly cornered around the kids who are short and upset that they are not getting selected into basketball team or getting bullied by friends as ‘Chotu’. And, the ad shows consequences of drinking complan as getting selected into the team, friends getting shocked that kid is grown tall which are observed and learnt by the mothers and kids. 2. Rexona: Rexona uses observational learning concept to make consumers learn that Rexona gives smooth skin. It features models like Samantha in their ad which revolves around the smooth skin of the model and the reason for it being Rexona. So the girls and women learn that the model’s skin is smooth as she is using Rexona and replicate the behaviour.