Table of Contents

EXECUTIVE SUMMARY

1. INTRODUCTION

1.1 BEHAVIOURAL LEARNING THEORY

1.1.1 CLASSICAL CONDITIONING
1.1.2 OPERANT CONDITIONING

2. REINFORCEMENT THEORY
2.1 APPLICATION OF THEORIES
2.1.1 MASTERCHEF AUSTRALIA
2.1.2 THE BIGGEST LOSER
2.1.3 THE BLOCK

3. INVOLVEMENT THEORY
3.1
3.2
3.3
3.4

ELABORATION LIKELIHOOD MODEL (ELM)

HIGH INVOLVEMENT
LOW INVOLVEMENT
COGNITIVE AND PASSIVE (LEFT AND RIGHT BRAIN)

3
3
3

4
4
4
5
5

5
6
6
7
7

4. CONCLUSION

5. REFERENCES

Executive Summary
Television plays a part in everyones daily lives, by influencing individuals
behaviour, actions and purchasing decisions. Behavioral learning theory is a
fundamental concept which marketers uses to understand how consumer can be
influenced. As such there are two types of behavioral theories namely Classical
conditioning which is a response to a situation through repetitive exposure and
Instrumental conditioning which is a learning process whereby one is rewarded for a
particular behavior.
As discussed in the report below, BF Skinner classified two types of reinforcement
namely positive reinforcement and negative reinforcement. The two main levels of
involvement highlighted are high and low levels of involvement such viewers tend to
exhibit certain characteristics and traits. Highly involved viewers are very focused,
attentive and are more likely to pick up insignificant marketing cues, whereas the lowinvolvement viewers tend to more attentive to the method of presentation rather than
the intended content.
This report discuss on how television programs impacts and influence the consumers
behaviour and the various factors that causes the consumer to behave in a certain
manner.

1.

Introduction
Since the exposure to the existence of television, viewers are inspired by the role
models which have influenced certain aspects their lives. Even though an episode
lasts merely an hour, however the captivated audience is continual exposed to the
program over a considerable number of weeks per year, hence they are unknowingly
exposed to the marketing which is strategically placed in the show (Schiffman et al.
2014).

1.1

Behavioural Learning Theory

Behavioural Learning Theory is defined as a learning theory based upon that all
behaviours are acquired through conditioning (Cherry 2015). It is the human
responses to environmental stimuli that shaped the behaviours and occurs through
interactions with the surrounding environment.

1.1.1

Classical Conditioning

There are two types of conditioning: Classical Conditioning and Operant

Conditioning. Classical conditioning is defined as a technique used in behavioural
training in which a naturally occurring stimulus is paired with a response (Schiffman
et al. 2014). A stimulus is paired with the occurring stimulus and eventually the
stimulus will response even without the presence of the occurring stimulus.

1.1.2

Operant Conditioning

Operant conditioning also known as instrumental conditioning have enabled many

organizations to accomplish success. It is a method of learning process that occurs
through rewards and punishment for behaviour (Cherry 2015). Through this
conditioning, a link is made between a behaviour also known as stimuli and a
response. Occuring through trial and error, habits are formed as a result of rewards
received for certain behaviour (Schiffman et al. 2014). When a behavior is followed
by a desirable responses the behavior becomes more likely to occur again in the

future. Behaviors followed by negative outcomes, on the other hand, become less
likely to happen again in the future.

2. Reinforcement Theory
The practice of operant conditioning was discovered by B.F. Skinner on the basis of a
clearly defined set of principles. Positive reinforcement uses motivating stimulus that
reinforce the desired behavior whereas negative reinforcement rewards a behavior by
removing negative stimulus, which strengthens the probability of the behavior being
repeated (McLeod 2015).

2.1

Application of theories

Television has long been classified as a vital sources of information that influences
our values and behaviours. It furnish us with role models, which indirectly affects our
daily lives and choices. Reality programmes has grown to be immense in Australia
(Meade 2014). Highly popular shows such as; Master Chef, The Biggest Loser and
The Block. Our innate nature has a tendency to engage in certain behaviors that
increases the potential of social acknowledgement and acceptance. Such television
programmes also provides a general knowledge of ways that promotes social
acceptance.

2.1.1

MasterChef Australia

Masterchef urges individuals to cook and to be creative by experimenting with

various types of foods. It also contributes to the viewers purchasing behaviours with
relations to cookwares and kitchen related products with Positive Reinforcement,
viewers has the mentality that using good cookware will enhance the results of every
dishes. It has been proven fruitful as a successful marketing tool for multiple brands
such as Coles (Sinclair 2010). With utilizations of product placement (Quinn 2010)
and celebrity chefs endorsements to associate with the viewers and to impact their
purchasing decisions towards certain cookingwares and products.

2.1.2

The Biggest Loser

The Biggest Loser encourages individuals to consume healthy food and to exercise
regularly with Negative Reinforcement, such as allowing viewers to understand the
negativity of obesity, promoting healthy living (Vogel 2009). It inspire viewers to
adopt and actively integrate a healthier lifestyle, such as making healthier choices
relating to food options and lifestyle such as exercising and working out.

2.1.3

The Block

The Block is among one of Australia's highest rated television programme, it is a

reality programme on renovation competition. It inspires and motivates ordinary
individuals to do their own home refurbishments. It provides viewers the sense of
confidence to have the capacity to undertake these kind of challenges in their home.

3. Involvement Theory
The concept of "involvement" originated in social psychology and was developed by
the Sheriffs and their colleagues (Sherif and Sherif 1967). It can be defined as the
degree of how important an object or idea is to an individual.
Though consensus is yet to be reached in defining the meaning of the involvement,
most researchers agree that the level of involvement can be understood by the degree
of personal relevance or importance.
When the subject finds the message personally relevant or important, they are
expected to devote considerably more attention to the message content and to process
that information at a deeper level than they would when they do not find the message
information relevant (G. Green Wald 1984).

3.1

Elaboration Likelihood Model (ELM)

Elaboration Likelihood Model (ELM) explains how persuasion message works in

changing the attitude of its viewers. ELM is developed in the 1980s by Richard E.
Petty and John T. Cacioppo. The model suggests that every message should undergo
two different ways of persuasion (Communication Theory 2015).

3.2

High Involvement

The process of persuasion through central route requires more involvement from the
recipients. When the receiver processes the message through the central route, his
active participation is vital as much as his motivation and ability to think. The receiver
are concerned about the message and subject matter (Communication Theory 2015).
To relate this back to the case study by observing how a highly involved viewer tends
to favour a particular contestant and vote for them, an example will be in The
Australian Idol. This creates an appeal for the viewer and get them to be emotionally
involved.
This can be linked to involvement where the viewer becomes committed to a
particular contestant and they feel that the contestant does not deserve to be
eliminated. This is be further elaborated when a viewer votes on impluse to ensure
that their favourite contestant remains in the competition especially when they are on
the verge of being eliminated. This is also known as loyalty to the contestant (James
A and Shelby D 1984).

3.3

Low Involvement

Viewers with low level of invovement tends to less concerned with the show results.

The peripheral route to persuasion is weaker as compared to central route, and the
involvement of the receiver is low. Messages which are sent through the peripheral
route are not analysed cognitively. Recipients are also persuaded by factors that are
not related to the message, should they agree or disagree with the message they will
source for the next best option (Communication Theory 2015).
Other factors that persuades low involvement viewers to retain their attention while
watching the show may be factors like the celebrity judge in the show or a certain
song which the contestant is performing. Another factor will be the influence from
families and friends.

3.4

Cognitive and passive (Left and Right brain)

The right hemisphere of the brain is responsible for the muscles movement on the left
side of the body and performing tasks that has to do with creativity and arts. Whereas,
the left hemisphere of the brain is responsible for the muscles on the right side of the
body and is dominant in language, logic and mathematical computations
(LiveScience.com 2011).

4. Conclusion
It proves to show that the viewers of reality programmes are strongly influenced as
compared to other forms of television programs. It is also evident that such programs
does influence the viewer's perception in reality as they are exposed on repetitive
basis that the show is indeed real-life, thus imprinting a perception of what viewers
perceive as real.

5. References
Adcracker.com,. 2015. 'Consumer Involvement Theory | Adcracker'.
http://www.adcracker.com/involvement/Consumer_Involvement_Theory.htm.
Brain?'. http://m.livescience.com/32935-whats-the-difference-between-the-rightbrain-and-left-brain.html.
Cherry, Kendra. 2015. 'Operant Conditioning: What You Need To Know'. About.Com
Education. http://psychology.about.com/od/behavioralpsychology/a/introopcond.htm.
Communication Theory,. 2015. 'Elaboration Likelihood Model'.
http://communicationtheory.org/elaboration-likelihood-model/.
G. Green Wald, Anthony. 1984. 'Audience Involvement In Advertising: Four Levels'.
Faculty Washington Edu.
http://faculty.washington.edu/agg/pdf/Gwald_Leavitt_JCR_1984.OCR.pdf
James A, Muncy, and Hunt Shelby D. 1984. 'Advances In Consumer Research'.
CONSUMER INVOLVEMENT: DEFINITIONAL ISSUES AND RESEARCH
DIRECTIONS 11: 193 - 196. http://acrwebsite.org/volumes/6241/volumes/v11/NA-11

LiveScience.com,. 2011. 'What's The Difference Between The Right Brain And Left
Brain?'. http://m.livescience.com/32935-whats-the-difference-between-the-rightbrain-and-left-brain.html.

Meade, Amanda. 2014. 'Reality Television To Dominate Australian Screens In 2015'.

The Guardian. http://www.theguardian.com/culture/australia-cultureblog/2014/oct/30/reality-television-to-dominate-screens-in-2015.
McLeod, Saul. 2015. 'B.F. Skinner | Operant Conditioning | Simply Psychology'.
Simplypsychology.Org. http://www.simplypsychology.org/operant-conditioning.html.

Quinn, Karl. 2010. 'Masterchef Mops Up In A Whole New Way'. The Age.
http://www.theage.com.au/it-pro/masterchef-mops-up-in-a-whole-new-way20100530-wobc.html.
Schiffman, Leon, Aron O'Cass, Angela Paladino, and Jamie Carlson. 2014. Consumer
Behaviour. 6th ed. Pearson Australia.
Sherif, Muzafer, Carolyn W. Sherif. 1967. 'Attitude, Ego Involvement, and Change'.
New York: John Wiley.
Sinclair, Lara. 2010. 'Masterchef Sparks Coles Sales Surge'. The Australian.
http://www.theaustralian.com.au/business/media/masterchef-sparks-coles-salessurge/story-e6frg996-1225882021805.
Vogel, Amanda. 2009. 'Weighing In On The Biggest Loser'. Www.Ideafit.Com.
http://www.ideafit.com/fitness-library/weighing-in-on-the-biggest-loser.

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