rather than being directly reinforced, the learner observes the consequences of a behaviour for someone else - if the behaviour is rewarded, the learner is likely to imitate the behaviour
Identification
People are more likely to imitate people they identify with, a person becomes a role model if they possess similar characteristics to the observer or have high status
social learning theory can be seen as a bridge between the cognitive approach and learning approaches
Nurture - children are born as a blank slate, all behaviour comes from learned associations, reinforcement or observations and imitations
Free will - humans have an element of choice in our behaviour
