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Question 11

Eco-Restorer vs Industrial-Polluter: Interactive Media and Pro-Environmental Behaviour

Immersive simulation games have been proposed to have a significant impact on real-world attitudes and behaviours. The specific goals and actions of virtual avatars can lead to cognitive changes that influence how players behave immediately after the game.

To investigate this, researchers recruited 80 young adults (aged 18 to 25). The participants were randomly allocated to one of two conditions in a high-fidelity computer simulation:

  • Condition 1 (Eco-Restorer): Participants played as an environmental activist avatar whose goal was to clean up oil spills, plant trees, and protect endangered wildlife (pro-environmental behaviour).
  • Condition 2 (Industrial-Polluter): Participants played as a factory manager avatar whose goal was to maximize industrial output by burning fossil fuels, dumping chemical waste, and clear-cutting forests to increase profits (anti-environmental, selfish behaviour).

After 25 minutes of play, participants were thanked and given a plastic bottle of water as a participation gift. As they left the laboratory, they had to walk past two clearly marked bins: one for recycling plastics and one for general landfill waste. Researchers covertly recorded whether participants chose to recycle the plastic bottle or throw it in the general waste bin.

Explain how useful social learning theory could be in accounting for the findings of the "Eco-Restorer vs Industrial-Polluter" study.

[6]
Markscheme

Content Questions

  1. A Level
  2. /Psychology
  3. /Content

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.

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