Relative influence of sincere, insincere, and neutral symbolic models

Abstract

The study investigated how the sincerity of models affects their influence, using a delay-of-reward paradigm. Subjects were 40 fifth and sixth graders (ages 9 and 10 years, respectively), selected for delayed gratification patterns. In the experimental manipulation, sincerity or insincerity was explicitly attributed to the model or, in a neutral-model condition, no information about the model's sincerity was given. Subjects then observed the symbolically presented model's immediatereward choices, opposed to their own preferences. Immediately after treatment, children in all model conditions and in a fourth, no-model control group responded to a second delay-preference test. It was found that the influence of models varied substantially as a function of experimentally attributed sincerity. Insincere models had considerably less effect than sincere and neutral models, who provoked substantial and equivalent changes. Insincere models did not evoke significantly different change than occurred in the control group. A postexperimental inquiry showed the experimental manipulation had affected perceptions of the model's sincerity and liking for the model, with the insincere model rated considerably lower than the sincere and neutral models. The relevance of cognitive appraisal in observational learning was discussed.