80 female subjects were randomly assigned to eight cells of a 2×2×2 factorial design. The study investigated the effects of modeling, sex of the model and subject's desire to change snake-avoidant behavior. The results indicated that the behavior being modeled, the sex of the model and the subject's motivation to change were all significant influences on post-treatment approach behavior to a live snake. Further findings suggested that perceived role consonance between the subject and the model significantly contributed to subjects changing their behaviors.
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