Vicarious Control: Exposure to Mastery and Perceived Self-Efficacy

Irene Scopelliti, City University London, UK
Simona Botti, London Business School, UK
Carmen Donato, University of Groningen, The Netherlands
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.
[ to cite ]:
Irene Scopelliti, Simona Botti, and Carmen Donato (2013) ,"Vicarious Control: Exposure to Mastery and Perceived Self-Efficacy", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.