Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Saturday, December 10, 2016

I'm lovin' it.





These are TV advertisements of McDonald's in the UK. We notice that the ads do not write their brand name at the end, but their slogan instead ------ I'm lovin' it. According to the learning theory, it is suggested that we would learn the association between two things and give automatic reaction when we see one of them again (Bandura & Walters, 1977). If we see the sign of McDonald's in the street, the association with "loving it" will pop in our mind. Such association between love and Mcdonald's may lead more people to like eating the hamburgers from the brand.

Reference
Bandura, A., & Walters, R. H. (1977). Social learning theory.

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