MKT 3230 Lecture 59: Lecture 59

• School: University of Manitoba
• Department: Marketing
• Course: MKT 3230
• Professor: Grant W.Wainikka

Document Summary

Social learning theory: theory of learning that says people can learn through observation and direct experience. Amount of influence that these models have on individual is determined by: attentional processes people learn from model only when they recognise and pay attention to its critical features. Process demonstrates that individual can actually do the modelled services: reinforcement processes individuals motivated to exhibit modelled behaviour if positive incentives or rewards are provided. Behaviours that are reinforced will be given more attention, learned better and performed more often.