City Research Online

Abstract

We hypothesize and test that observing masterful performances of experts at difficult activities increases one’s perceptions of self-efficacy at those same activities. The exertion of control apparent in the masterful performance is vicariously experienced by the observers, and raises their expectations on their own ability to perform the same activity.

Publication Type:	Article
Additional Information:	This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. Permission to add this article to City Research Online has been granted by the publisher.
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HF Commerce
Departments:	Bayes Business School > Management
SWORD Depositor:	Symplectic Administrator

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