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Discuss Bandura's Theory [and levels] of Self Efficacy / Self Esteem and integrate it with Seligman's...

Discuss Bandura's Theory [and levels] of Self Efficacy / Self Esteem and integrate it with Seligman's Learned Behavior Theory: Optimism / Helplessness and their relationship with claims & ploys used by marketers making you [consumer] susceptible to buying their products?

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For determining the behavior patterns of an individual was mostly based on the three factors, they are the behavior itself, the environment and personal or cognitive. Bandura (1989) believes these three factors can make an individual personality. These three factors each affect the other two in a reciprocal, or give and take, relationship. Bandura calls this relationship reciprocal determinism.

The environment includes the actual physical surroundings, the other people who may or may not be present, and the potential for reinforcement in those surroundings. The intensity and frequency of the behavior will not only be influenced by the environment but will also have an impact on that environment. The person brings into the situation previously reinforced responses (personality, in other words) and mental processes such as thinking and anticipating. Bandura talks about is self-efficacy, a person’s expectancy of how effective his or her efforts to accomplish a goal will be in any particular circumstance (Bandura, 1998). According to Bandura, people high in self-efficacy are more persistent and expect to succeed, whereas people low in self-efficacy expect to fail and tend to avoid challenges (Bandura, 1998).

Observing and imitating the behavior of others

Bandura theory of social learning tells that we can learn a new behavior by observing and modeling the behavior of others and also by observing and modeling their attitudes and emotional reaction.

Social identity

One will get social identity when he/she is involved in personal relationships and social groups and here the self-concept depends on his/her membership in a group or in different groups and also focuses on the importance of the membership with respect to emotional salience.

Observational learning approach:

Behavior approach is a learning theory that examines behavior as it is created and altered in a social context. It is also termed as observational learning approach. This approach indicates the significance of studying new responses by monitoring the behavior of new people.

Self in behavior’s view:

In the view of behavior, self is considered as a set of internal cognitive process. It is mainly concerned with perception and thought. The following are the two major aspects of the self.

• Self reinforcement

• Self-efficacy

Self-efficacy: It is one's belief in the capabilities of other in order to succeed in particular circumstances. It can be used to exert control over one’s own behavior or Iife by maintaining and meeting the performance standard.

Example:

An individual believes that he has more ability to do any scientific experiment. He has high self-efficacy as he believes in his capability to execute a future experiment. Belief is really matter rather than his ability.


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