Attentional Processes Observing the Behavior

Nothing will be learned that is not observed. People who have difficulty remembering names, for example, often simply don't pay attention to them in the first place. Several characteristics of the model and of the observer influence modeling. Models catch our attention more when they look distinctive because of their clothes or other aspects of their physical appearance, when they are liked or disliked, and when they are seen repeatedly, as advertisers well know. All these are examples of attentional processes. Characteristics of the observer, too, influence attention, including sensoiy capacities, arousal level, motivation, perceptual set, and past reinforcement.

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