Although lots of learning is due to direct reinforcement, much of what a child learns is through imitation of behaviour. Research found that imitation will take place due to: characteristics of the model, the perceived ability to perform behaviour and observed consequences. Identification is the factor which refers to whether the individual relates to the model as they are similar. This makes them view the consequences as what is likely to then happen to themselves. Research suggests that children are more likely to identify with, and learn from models who are similar, (same sex models).