Explain how modeling effects can be used in social influence. A great deal of behavior is the produce of imitation or modeling effects. The power of modeling was shown when the Salvation Army wanted to increase contributions. Accomplices posed as shoppers and tossed money into a Salvation Army kettle as they walked by, thus modeling generous behavior for real shoppers. As predicted, the shoppers exposed to these generous models made more contributions.
Advertisers are well aware of people's tendency to be influenced by what others do.
That's why they run television ads showing both celebrities and ordinary people testifying about the use of detergent, deodorant, or gasoline.