Learning via instructions about observations: exploring similarities and differences with learning via actual observations

Our behaviour toward stimuli can be influenced by observing how another person (a model) interacts with those stimuli. We investigated whether mere instructions about a model's interactions with stimuli (i.e. instructions about observations) are sufficient to alter evaluative and fear responses and whether these changes are similar in magnitude to those resulting from actually observing the interactions. In Experiments 1 (n = 268) and 2 (n = 260), participants either observed or read about a model reacting positively or negatively to stimuli. Evaluations of those stimuli were then assessed via ratings and a personalized implicit association test. In Experiments 3 (n = 60) and 4 (n = 190), we assessed participants' fear toward stimuli after observing or reading about a model displaying distress in the presence of those stimuli. While the results consistently indicated that instructions about observations induced behavioural changes, they were mixed with regard to whether instructions were as powerful in changing behaviour as observations. We discuss whether learning via observations and via instructions may be mediated by similar or different processes, how they might differ in their suitability for conveying certain types of information, and how their relative effectiveness may depend on the information to be transmitted.