Page 149 - Media Effects Advances in Theory and Research

138 BANDURA

messages portray it is to harbor some misconceptions. Indeed, many of
the shared misconceptions about occupational pursuits, ethnic groups,
minorities, the elderly, social and sex roles, and other aspects of life are at
least partly cultivated through symbolic modeling of stereotypes (Bussey
& Bandura, 1999; Buerkel-Rothfuss & Mayes, 1981; McGhee & Frueh,
1980). Verification of personal conceptions against televised versions of
social reality can thus foster some collective illusions.

SOCIAL PROMPTING OF HUMAN BEHAVIOR

The actions of others can also serve as social prompts for previously
learned behavior that observers can perform but have not done so
because of insufficient inducements, rather than because of restraints.
Social prompting effects are distinguished from observational learning
and disinhibition because no new behavior has been acquired, and disin-
hibitory processes are not involved because the elicited behavior is
socially acceptable and not encumbered by restraints.
The influence of models in activating, channeling, and supporting the
behavior of others is abundantly documented in both laboratory and field
studies (Bandura, 1986). By exemplification, one can get people to behave
altruistically, to volunteer their services, to delay or seek gratification, to
show affection, to select certain foods and drinks, to choose certain kinds
of apparel, to converse on particular topics, to be inquisitive or passive, to
think creatively or conventionally, or to engage in other permissible
courses of action. Thus, the types of models who predominate within a
social milieu partly determine which human qualities, from among many
alternatives, are selectively activated. The actions of models acquire the
power to activate and channel behavior when they are good predictors for
observers that positive results can be gained by similar conduct.
The fashion and taste industries rely heavily on the social prompting
power of modeling. Because the potency of vicarious influences can be
enhanced by showing modeled acts bringing rewards, vicarious out-
comes figure prominently in advertising campaigns. Thus, drinking a cer-
tain brand of wine or using a particular shampoo wins the loving admi-
ration of beautiful people, enhances job performance, masculinizes
self-conception, actualizes individualism and authenticity, tranquilizes
irritable nerves, invites social recognition and amicable reactions from
total strangers, and arouses affectionate overtures from spouses.
The types of vicarious outcomes, model characteristics, and modeling
formats that are selected vary depending on what happens to be in vogue
at the time. Model characteristics are varied to boost the persuasiveness of
commercial messages. Prestigeful models are often enlisted to capitalize