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2 Conditioning behavioural theory
Affective conditioning
Advertising program are sometimes bring upon
the principles of classical conditioning(Engel &
Blackwell, 1982)
A great deal of advertising fits the model of
conditioned learning(Schifman & Kanuk, 1983)
Associate smoking with negative image, negative
outcome and showing those who is not smoking is
cool, smart
 ADVERTISING AWARENESS

TRIAL CHANGE IN
BEHAVIOUR POSITIVE REINFORCEMENT
ATTRIBUTE

(Rothchild et al, 1986)

 Social Learning Theory
2 Albert Bandura
2 Occur through simple process of observing
someone else͛s activity
2 In Tak Nak campaign ʹone of the
advertisement showing teenagers refuse the
invitation to smoke
 Social Learning Theory

Exposure Observe

Change in Try to
behaviour follow
 Health Belief Model
2 Explain and predict health behaviours by focusing on attitudes
and belief of individuals

Background Perception Action

Behaviour to reduce
threat based on
expectation
Expectation

Sociodemographic Cues to action

Factors
-media
Threat

Adapted from
Rosenstock et al, 1994
 Stages of Change Theory
reconte lation
ͻ Conscio sness raising

Conte lation
ͻ Recognizes and serio sly thinking abo t changing

re aration for action

ͻ Belief in ability to change

Action
ͻ Reinforce ent, social s ort, alternatives to behavio r,
sti l s control

By rochaska in Maintenance
1982 ͻ Maintain new behavio r for six onths of ore
 References
2 Engel, James F. & Roger D. Blackwell (1982), Consumer
Behaviour, New York, Dryden
2 Schiffman, Leon G. & Leslie, L. Kanuk (1983), Consumer
Behaviour, Englewood Cliffs, NJ: Prentice Hall
2 Rothchild, Michael L. J of Marketing(1981)45; 70
2 Resenstock I., Strecher V., and Becker M.,(1994). The Health
Belief Model: Theories and methods of behavioural
interventions, New York: Plenum Press
2 Prochaska, J.O., DiClemente, C.C. and Nourcross, J.C.(1992). In
search of how people change-applications to addictive
behaviours. American Psychologist J
Thank You