Albert Bandura

1925 -

Theory Observational Learning

Vicarious learning and modeling Behavior is learned intentionally Can also be learned accidentally

Theory Involves four mechanisms (processes):

Attention (Observing the behavior): Involves:

Development of cognitive capacities and perceptual skills

Certain arousal level Value of the behavior to the observer Characteristics of the model

Theory Involves four mechanisms (processes):

Retention (Remembering the behavior):

Remember in images and words Makes latent learning possible

Involves cognitive organization

Theory Involves four mechanisms (processes):

Reproduction (Doing the behavior) Must be able to do the behavior (No physical

response can occur beyond our physical capability)

Can be enhanced by imagination and practice

Theory Involves four mechanisms (processes):

Motivation (Wanting to do the behavior)

Unless motivated to do it, behavior will not be imitated

Can include Past reinforcements or punishments Promised reinforcements or punishments Vicarious reinforcements or punishments

Theory Modeling

Acquiring behavior that we have never performed by observing the behavior of someone else

Theory Factors that influence modeling:

Characteristics of the model: Most influential if:

Similar to us - Same sex Respected (status and prestige) - Same age Considered powerful - Simple behaviors Attractive - Hostile or

aggressive (children)

Theory Factors that influence modeling:

Characteristics of the observer: Person with low self esteem and confidence more

likely to imitate than those with high self esteem and confidence

Person who has been reinforced for behavior is more influenced than those who are not.

Theory Factors that influence modeling:

The reward consequences associated with the behaviors

Rewards must be meaningful Whether reinforced or punished

Theory Two other important contributors to

personality Self-reinforcement (self-regulation) Self-efficacy

Theory Self-reinforcement (self-regulation)

Involves: Internal standards of performance (self

observation) Usually learned from models

Reference points against which to evaluate behavior (judgmental processes)

Self reactions (rewards and punishment) As important as external reinforcement

Theory Self-efficacy

Our adequacy, efficiency, and competence in coping with life

Perceived self-efficacy ---> our beliefs in the above

Also involves our perception of control (locus of control)

Theory Self-efficacy based on:

Performance attainment: History of success or failure Most influential

Vicarious experiences Seeing those similar in ability succeed or fail

Theory Self-efficacy based on:

Verbal persuasion Genuine encouragement or discouragement from self

or others Physiological and emotional arousal

Higher the response – the less self-efficacy Lower the response – the higher the self-efficacy

Theory Self-efficacy can be enhanced by:

Exposing people to success experiences by arranging reachable goals

Exposing people to appropriate models who perform successfully

Theory Self-efficacy can be enhanced by:

Providing positive verbal persuasion Strengthening physiological arousal through:

proper diet stress reduction exercise programs

Reciprocal Determinism

Theory Self-Exonerating Mechanisms

Defense mechanisms that allow individuals to act contrary to their moral principles

Theory Self-Exonerating Mechanisms

Moral Justification Behavior becomes a means of higher purpose “I stole so I could provide for my family”

Euphemistic Labeling Calling something other than what it really is We “waste” or “terminate” people rather than

“kill” them.

Theory Self-Exonerating Mechanisms

Advantageous Comparison Compare to a more heinous or reprehensible act “What I did was not as bad as …”

Displacement of Responsibility Responsibility rests with recognized authority “I was just following orders”

Theory Self-Exonerating Mechanisms

Diffusion of Responsibility Group decision

Disregard or distortion of consequences Remove self from ill effects of actions “I just let the bombs go and they disappeared in

the clouds”

Theory Self-Exonerating Mechanisms

Dehumanization If looked at as subhuman, can treat inhumanly “Why not take their land, they are just savages

w/o souls” Attribution of blame

Victim caused the behavior “If they hadn’t…then I wouldn’t have”