SLT

• Development of behaviourist approach. Behaviour is learned from experience, observation and imitation of others. CC + OC and vicarious reinforcement is indirectly used.

  Mediational processes

  • A - Attention, notice behaviour
  • R - Retention, remember
  • M - Motor reproduction, observe behaviour
  • M - Motivation, will to perform the behaviour through positive/negative reinforcement
• Modelling = imitating behaviour of people we identify with, role models.

  Role models = similar characteristics to observer &/or attractive and high status (we want to be like them)

  Imitation = copying behaviour of others

  Identification = observer associates themself with model and wants to be like them
• Bobo Doll Experiment - Bandura (1961, 63)

  Aim = can behaviour (aggression) be learnt via observation of models.

  3 experimental groups with children aged 2.5-6 years old.

  1. Reinforcement - adult punched the doll and was rewarded with sweets after.
  2. Punishment - adult was punished after punching the doll told 'don't do it again'.
  3. Control - film ended after the aggression from the adult to the bobo doll.

  Findings -

  1. reward via positive reinforcement led to most aggression
  2. punishment led to least aggression

  Children imitated aggression the most if the model was the same gender as them.
• AO3 -

  • Lab studies used which are more artificial, higher chance of demand characteristics and the main purpose of the doll is to hit it anyway, so the internal validity may be reduced. Children striking the doll would be expected. Low ecological validity as this doesn't demonstrate real life learning.
  • Less deterministic as it takes into account cognitive processes e.g. ARMM mediational processes, and accounts for some free will as we have to be motivated and choose to pay attention to the model we identify with.
• • Environmental reductionism e.g. biological factors now genes may cause aggression e.g. MAOA gene.
  • Helped understand behaviour e.g. criminals and why they commit crimes, prisons may be seen as a breeding ground for criminals as the strongest cause of violence is seen from association with other criminal peers. Due to imitation of similar role models.
  • RLA - watershed on TV at 9pm and the use of celebrities in ads, celebrity endorsements etc. as they are our role models. Research support for models similar to target audience as we identify with these and there is greater social learning.
• Why celebrities are used in ads?

  • people are more likely to identify with high status/highly attractive/celebrity role models
  • sales should increase/people are more likely to imitate the rugby player.