Bandura, agreed with behaviourist approach that learning occurs through experience, but also in social context through observation and imitation of others' behaviour
Vicarious reinforcement- observe other behaviour and consequences, rewarded behaviour more likely to be replicated
Meditational processes in learning: attention, retention, motor reproduction, and motivation
identification, children more likely to imitate those they identify with
1st bandura study: watched adult being aggressive to bobo doll or non-aggressively, when given own doll, children who saw aggression most aggressive
children saw adult either punished, rewarded, or no consequence, when given own, children who saw it rewarded much more aggressive
shows children likely to imitate violence if observed in adult role model, also more likely if rewarded (vicarious reinforcement)