992215
Descrição
Mapa Mental por kezzie.mutd, atualizado more than 1 year ago
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Criado por kezzie.mutd
quase 10 anos atrás
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Social psychological explanations of celebrity
attraction - social learning theory
- SLT - how it can explain celebrity attraction
- SLT would suggest that we are attracted to celebrities because we
have qualities that we admire because they have led to success
- we want to be like them as we associate their behaviour
and characteristics with the sort of fame and success we
would like for ourselves - vicarious reinforcement
- therefore study them and follow them in
gossip magazines so we can find out more
about them and imitate them
- SLT would suggest that we are attracted to celebrities because we
have qualities that we admire because they have led to success
- SLT - role models
- SLT would predict that we are more likely to follow
and imitate celebrities that we can identify with
- for example the same age, gender, social background
- younger people are more likely to to be
interested in celebrities because they have
more to learn by following them
- SLT would predict that we are more likely to follow
and imitate celebrities that we can identify with
- Celebrity endorsement support
- in support of SLT Escalis and Bettman (2008) - found
that celebrity endorsement enhanced a product when
the sonsumers aspired to be like the celebrity
- they also found that consumers self-enhanced (felt more
superior) if they connected themselves to a favourable
celebrity and distanced themselevs from less favourable
- these findings support the SLT idea the we imitate
celebrities in order to hopefully gain some success
- in support of SLT Escalis and Bettman (2008) - found
that celebrity endorsement enhanced a product when
the sonsumers aspired to be like the celebrity
- De Becker et al (2007)
- surveyed over 800 people and followed
this up with 103 in depth interviews
- found the younger the person the more learned from the celebrity
supporting the idea of age differences in learning
- they suggest that celebrities are viewed as higher-status members
of society and therefore are used for behaviour modelling
- surveyed over 800 people and followed
this up with 103 in depth interviews
- Cultural bias
- there is cultural bias in a lot of the research into celebrity attraction
has most has been completed in Western cultures
- in non-western collectivist cultures where the emphasis is on group co-operation
- and respect for family and elders is high - the attraction to copy celebrities may be less
- there is cultural bias in a lot of the research into celebrity attraction
has most has been completed in Western cultures
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