Self and Social Efficacy

Self-efficacy is a theory that was introduced by a psychologist called Albert Bandura. Bandura, A. (1977). The belief in one’s capabilities to organize and execute the courses of action required to manage prospective situations. This reference therefore indicates that self-efficacy is the belief of the individual within himself or herself to succeed on tasks or within situations.

There are four factors which affect self-efficacy according to Albert Bandura. The first factor is experiences, for example self-efficacy would be increased if the task was performed successfully previously, however if the past experience was negative this would weaken self efficacy. The second factor is social modeling, which simply means that if you were to witness another individual completing a task your social efficacy would increase, as you would feel that by viewing another person’s capabilities to complete a task successfully you also possess the required skills to complete the task.

The third factor according to Bandura’s model is social persuasion, this factor touches on that positive reinforcement from another individual can help overcome negative feelings helping with increasing efficacy. The fourth and final factor is psychological response; this focuses on the person’s emotions towards situations, for instance if a person becomes anxious before completing group work activities, this will decrease their self efficacy levels in completing group work tasks. 

Social efficacy differs from self efficacy as it focuses on creating social relationships with others in order to have a desired a positive outcome in difficult situations, and it is dependent on bringing satisfaction to other peoples lives.

Weedmark, D. Helping potential customers develop a sense of self-efficacy is an important motivator behind their decision whether or not to purchase a product or service. This reference touches on why it is crucial in order to run a successful marketing campaign that self and social efficacy is touched on.

Figure 1: Nike Run Advert

Source: Sweney, M. (2012).

For instance figure one touches on self-efficacy as it includes the theory of Bandura within this marketing campaign advertisement. Bandura’s first stage of self-efficacy would be to draw on past experiences, and as this advert will be aimed at keen runners or people who enjoy physical activity or wish to lose weight this would be the perfect target market. The campaign features an Olympic gold medal winner Mo Farah to encourage people even more to purchase this product with the use of celebrity endorsement. The second stage of Bandura’s model which was previously mentioned is social modeling that is depicted within this advertisement as it depicts Mo Farah having the required capabilities to complete this task of running to a high ability.

The third factor of social persuasion could be interpreted by the slogan written in the bottom left of the advertisement, this is a motivational device to enhance positivity and furthermore increase self-efficacy. Finally the fourth factor is involved within this as Nikes customer base may have a large interest in physical activity, specifically running, so may have positive feelings towards the advertisement through association in the three previous factors. Therefore self-efficacy should be higher in Nike’s target market inducing higher sales and revenue from this advert for their running products.

It could be interpreted that through the use of advertisement, which is mentioned in figure, one could be positively increasing a persons self and social efficacy it could also be argued that the use of marketing mentioned could be frowned upon. This could be questioned as to if its ethically right using peoples self-esteem and confidence of themselves as to what products they may buy in an attempt to increase this or be shone away from purchasing that product or service. Therefore marketing could be a primary step to manipulate the general public in to purchasing specific goods and services.

Figure 2: Calvin Klein Advertisement

Source : Zhang, M. (2015).

Figure 3: Victorias Secret Model Advertisement

Source: Culp-Ressler, T. (2014).

The above advertisements could be seen as negative because it depicts an unreachable goal in which the average person may not be able to reach, showing a weakness in Bandura’s theory. By over editing and dramatizing certain features of both male and female models these brands portray the “perfect body” ostracizing the general public to an extent, which may affect a minority of their target market.

An opposing view on this is that both brands may increase larger revenue due to more products being purchased due to the fact that these advertisements show a social stereotype of the idealistic, utopian-like man and woman. Viewing these ‘Victoria Secret Angels’ wearing the garments of lingerie through the theory of social efficacy a woman may depend on the idea of looking like the models if she was to purchase said items.  Furthermore, by utilizing society’s idea of the idyllic woman and man these brands can manipulate consumers into a false state of if they were to wear the products it would make them closer to the unachievable ‘perfect models.’

Groesz LM, Levine MP, Murnen SK (2001). Boys learn to view their bodies as a tool to master the environment, whereas girls learn that their bodies should be used to attract others. This reference supports my earlier statement, Victoria secret employs unrealistic expectations through models to attract other women to aspire to be like them, however it can hinder women from purchasing products from this company as it may damage confidence levels, therefore affecting social efficacy and the chance that the consumer may have a relationship with this brand.

References:

Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84, 191-215.

Culp-Ressler, T. (2014). Victoria’s Secret Edits ‘Perfect Body’ Ad After Critics Complained It Was Damaging To Women. Available: http://thinkprogress.org/health/2014/11/06/3589806/victorias-secret-edits-ads/. Last accessed 8th April 2015.

Groesz LM, Levine MP, Murnen SK (2001). The Effect of Experimental Presentation of Thin Media Images on Body Satisfaction: A Meta-Analytic Review. Ohio: ohn Wiley & Sons, Inc. Int J Eat Disord. p1-16.

Sweney, M. (2012). Nike launches ad celebrating Mo Farah Olympic gold medal wins. Available: http://www.theguardian.com/media/2012/aug/13/nike-ad-mo-farah-olympics. Last accessed 8th April 2015.

Weedmark, D. The Importance of Self-Efficacy in Marketing. Available: http://smallbusiness.chron.com/importance-selfefficacy-marketing-38729.html. Last accessed 8th April 2015.

Zhang, M. (2015). Shoot Reveals Photoshop Enhancements. Available: http://petapixel.com/2015/01/09/unretouched-photo-justin-biebers-calvin-klein-shoot-reveals-photoshop-enhancements/. Last accessed 8th April 2015.