Social cognitive theory

Hello everyone.

In today’s video, we will introduce the so-called social cognitive theory in more depth, as well as its wide range of applications in real life and marketing.

I would like to be able to convey the knowledge I have gained through research and practice in an easy-to-understand manner, including concrete examples.

KANA-san, thank you very much for your support.

First, let’s explain the basics of social cognitive theory.

This theory was proposed by Dr. Albert Bandura, and is based on the idea that the process by which people learn is not simply a passive process of receiving information, but is greatly influenced by their surrounding behavior and environment, as well as their own internal state and expectations.

Specifically, by seeing and hearing the actions of others, we learn what actions are desirable or should be avoided.

That’s right.

Within this theory, the concepts of “observational learning", “modeling,” and “self-efficacy” play particularly important roles.

Observational learning refers to the process of learning from observing the behavior of others and imitating that behavior yourself.

Modeling is a specific example of imitation, and self-efficacy is the idea that the confidence that “I can do it too” becomes the driving force for trying new things.

Together, these factors shape and change our behavior.

A typical example is the “Bobo Doll Experiment.”

In this experiment, children were shown aggressive behavior by adults and then observed whether the children themselves exhibited the same aggressive behavior.

The results showed that children imitated adult behavior very strongly and their behavior changed depending on the environment and situation, demonstrating the existence of observational learning.

Furthermore, in research on self-efficacy, it has been observed that there are many cases in which, for example, through the accumulation of successful experiences during school grades or sports training, children develop confidence in themselves, leading them to take on further challenges and aim for higher heights.

In fact, many experimental studies have shown that repeating good feedback makes you want to try more on your own.

That’s exactly right.

This theory also applies to today’s digital environment.

Online, many people share their experiences, opinions, and real-world usage examples on platforms such as social media, review sites, blogs, and YouTube.

This spreads the success and failure stories of others, which directly influences consumer purchasing behavior and evaluation criteria.

For example, if you receive many positive reviews about a product, your expectations will increase and you will be motivated to try it.

In the world of marketing, elements of social cognitive theory are applied to many strategies.

First of all, companies use trusted influencers and celebrities in their ads and campaigns.

Their actions and experiences inspire many consumers to want to emulate them.

In fact, it is very common for people to see someone famous using a product and be inspired to purchase the same product.

We also utilize a system in which actual users share their experiences on SNS, blogs, videos, etc.

This spreads real information based on real experiences, which consumers use as reference when deciding on their own actions.

That’s right.

Additionally, companies are leveraging brand stories to strengthen emotional connections with consumers.

When a brand carefully communicates its history, philosophy, and stories with customers, it creates a feeling that “this brand resonates with me,” leading to long-term loyalty.

This also has a psychological effect similar to self-efficacy, and is a factor that makes consumers feel that they can use this brand with confidence.

This kind of storytelling goes beyond simply providing product information and can promote an empathetic experience where companies and consumers grow together.

That’s exactly right.

In fact, consumers are no longer passive beings, but are transmitting information themselves, listening to the opinions of others, and choosing their own actions.

This entire process is an example of “observational learning” based on social cognitive theory.

In other words, people observe each other as role models and update their own behavior accordingly.

This is a very important suggestion for companies, and is directly linked to building trusting relationships with consumers and strengthening brand strategies.

Now, let’s reorganize today’s content. Social cognitive theory is a very simple and powerful idea that people observe the behavior of those around them and use this as a reference to decide their own actions.

As the Bobo doll experiment and research on self-efficacy demonstrate, this process is an important element of learning and growth in real life, as well as social media, word of mouth, and marketing strategies in today’s digital environment.

The actions and actual experiences of trustworthy people influence many consumers, and a strong relationship of trust is built between companies and consumers.

KANA-san. I hope that today’s content will be useful to you, and that it will give you an opportunity to reconsider the psychology behind your own actions and decisions.

I hope we can continue to learn together in the future.

Thank you very much for your time today.

Until next time, thank you for reading.