- This theory was made popular in the late 1970s when Alfred Bandura suggested that learning through one's own experiences alone is too laborious and perhaps dangerous. Social learning theory goes beyond basic behaviorist notions that suggests that by doing, we adopt changes in behavior. Bandura suggests that one must see, understand, and attribute value and experience to develop behaviors. In this sense, social learning theory combines behavioral and cognitive elements with environmental influences.
- To have any influence on people, the action must first be attractive to them. This means that it must be different from ordinary and demonstrate a function beyond other behaviors being noticed. Behaviors that have negative consequences can also create a behavior modification.
- The action must be such that it makes a lasting impression on the person. This can be something that was seen once but was mesmerizing or something seen repeatedly over time as to create an ingrained memory of the action. In retention, the mind rehearses the activity in a symbolic way and creates its own internal memories of it. Negative behaviors that had a lasting affect, when combined with cognitive reasoning, could lead to a behavioral modification. For example, a teenager who street-races cars with friends may have a complete change in behavior if he witnesses a friend in a deadly accident.
- Once a memory is retained, it must be practiced physically. A basketball player who only visualizes the perfect free throw and never actually practices will not refine the motor skills to achieve the memory goal. This is true of any action or behavior. The understanding of the action alone is not enough to create a behavior modification.
- A person is most likely to adopt a new behavior by modeling actions of someone he admires, holds values he appreciates or in a situation where the new behavior has a valued consequence. Part of the human makeup is to strive in areas where positive reinforcement exists. When social learning theory is utilized in programs such as Big Brothers and Big Sisters of America, at-risk kids have positive behaviors reinforced by someone they trust and respect.
