Researchers wanted to investigate the impact of live-streamer endorsements on the consumption of powdered cognitive-enhancement "focus supplements" among adolescents.
They conducted a meta-analysis on studies published between 2015 and 2024 involving participants aged 11–17 years, assessing how endorsements of these supplements on popular video-sharing and live-streaming platforms influenced dietary preferences and habits.
The meta-analysis included video stream highlights, sponsored broadcast segments, and active product usage during gameplay by well-known gaming influencers, while excluding television ads, print media, and traditional adult-targeted health products.
The researchers compared data on influencer-endorsed focus supplements with endorsements of non-consumable gaming gear (such as RGB keyboards or gaming chairs). 10 studies on focus supplement advertising and 5 studies on gaming gear advertising met the criteria.
Two methodologies were analyzed:
The study concluded that exposure to live-streamer focus supplement marketing significantly increases immediate consumption and long-term purchasing behavior in adolescents.
Using research evidence, explain how far learning theories can account for the findings of this study on live-streamer endorsements and adolescent supplement consumption.
205 exam-style questions on Edexcel A Level Psychology Content, covering Main features of classical conditioning, Pavlov (1927) salivation in dogs, Main features of operant conditioning, Properties of reinforcement, Behaviour modification and shaping, Main features of social learning theory, Social learning stages, Bandura (1961, 1963) Bobo doll experiments, Bandura (1965) vicarious reinforcement, Learning theories and phobias, Treatments for phobias, Individual differences, and Developmental psychology. Each one has a worked solution and a mark scheme showing where the marks go.