Albert Bandura’s social cognitive learning theory suggests that humans can learn through observation without imitating the observed behavior. He also states that humans can learn from behaviors indirectly or directly by observing behaviors and the consequences of those behaviors. The theory suggests that a combination of behavioral, cognitive, and environmental factors influence behavior.

Bandura suggests that observational or social learning focuses on four component processes needed to model and learn behavior. They are attention, retention, behavior production, and motivation. Attention states that one must attend to the main components of the modeled behavior in order to learn from observation. Retention states that in order for an individual to learn from a behavior, one must remember the modeled behavior. One must remember the behavior imaginably or verbally. Imaginably means that pictures or mental images serve as symbols of the behavior. Verbally means that the behavior is captured by words. Behavior production is putting the observation into action. One takes the actions observed and uses it to gradually adjust to fit the model. Motivation suggests that people are more likely to adopt a new behavior if it indicates it will result in a positive outcome. Observers believe that if the modeled behavior has received reinforcement, they will most likely receive reinforcement as well. Reinforcement gives an incentive for putting observation into action.

Caneka McNeil


References: Gibson, Sharon. (2004). Social Learning (Cognitive) Theory and Implications for Human Resource Development. Advances in Developing Human Resources 6(2), pp. 193-210.