An example of modeling in advertising is a Ford commercial starring Derek Jeter. The commercial aired across the New York, New Jersey, and Connecticut areas, where Jeter was a well-known, award-winning baseball player for the New York Yankees. The advertisement highlighted his reputation as a wealthy, very loyal, and good-looking athlete.

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Advertising and marketing commonly utilize modeling, a form of observational learning, to influence consumer behavior. This strategy involves featuring influential figures, such as celebrities or experts, to create positive associations with a product. The learning acquired through observing these models may be latent, meaning it is not acted upon immediately but can affect future purchasing decisions when a relevant motivation arises.

Modeling in Advertising

Spielman, R. M., Jenkins, W. J., & Lovett, M. D. (2020, April 22). Psychology (2nd ed.). OpenStax. https://openstax.org/books/psychology-2e/pages/1-introduction

OpenStax Psychology (2nd ed.) Textbook

Modeling in Advertising: Ford Commercial with Derek Jeter

Analyze the primary psychological strategy this advertisement uses to persuade potential buyers. Explain how the presence of the specific individual is intended to influence a consumer's perception and future purchasing behavior, even if they do not buy the product immediately.

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