Social Cognitive Theory Insights
Social Cognitive Theory Insights
Structure
2.0 Introduction
2.1 Objectives
2.2 Social Cognitive Theory
2.2.1 Main Tenets of Social Cognitive Theory
2.3 Albert Bandura’s Social Learning Theory
2.3.1 Reciprocal Determinism
2.3.2 Self-system
2.3.3 Principles of Observational Learning
2.3.4 Vicarious Learning
2.3.5 Evaluation of Bandura’s Theory
2.4 Let Us Sum Up
2.5 Unit End Questions
2.6 Glossary
2.7 Suggested Readings and References
2.0 INTRODUCTION
A number of theories have been proposed to explain human personality. These
theories differ in the conception of human nature they adopt and what they regard
to be basic causes and mechanism of human motivation and behaviour. In the
present unit we will attempt to understand human personality from social cognitive
perspective. First we will briefly discuss the main features of social cognitive
theory. After that we will try to explain the social cognitive theory of Bandura in
detail. While explaining Bandura’s theory emphasis will be placed on his concepts
of reciprocal determinism, self system, and process of observational learning.
2.1 OBJECTIVES
After reading this unit, you will be able to:
• Define social cognitive approach to personality;
• Describe the characteristic features of social learning theory of Bandura;
• Explain the concept of reciprocal determinism;
• Analyse the development of self system;
• Explain the principle of observational learning;
• Elucidate the sources of self-efficacy; and
• Describe Bandura’s concept of vicarious learning.
B E
2.3.2 Self-System
It is evident from the reciprocal determinism that all the three segments are
mutually interactive. Now the question arise that do they have some starting
point? Bandura answered in yes and that point is self system. “In social learning
theory, a self-system is not a psychic agent that controls behaviour. Rather it
refers to cognitive structures that provide reference mechanisms to set of functions
for perception, evaluation and regulation of behaviour”. An understanding of
self-generated influences subsumed in the self-system is necessary for the
explanation and prediction of human behaviour. According to Bandura the three
component processes involved in self regulation of behaviour through the
activation of self-prescribed contingencies. The three components involved in
self-system are self-observation, judgmental processes and self –response.
1) Self-observation: We look at ourselves, our behaviour, and keep tabs on it.
2) Judgment: We compare what we see with a standard. For example, we can
compare our performance with traditional standards, such as “rules of
etiquette.” Or we can create arbitrary ones, like “I’ll read a book a week.”
Or we can compete with others, or with ourselves.
3) Self-response: If you did well in comparison with your standard, you give
yourself rewarding self-responses. If you did poorly, you give yourself
punishing self-responses. These self-responses can range from the obvious
(treating yourself to a sundey or working late) to the more covert (feelings
of pride or shame).
4) Self efficacy: A very important concept in psychology that can be understood
well with self-regulation is self-efficacy. If, over the years, you find yourself
meeting your standards and life loaded with self-praise and self-reward,
you will have a strong sense of self-efficacy If, on the other hand, you find
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Theories of Personality-I yourself forever failing to meet your standards and punishing yourself, you
will have a poor sense of self-efficacy. Self-efficacy plays an important role
in the Bandura’s theory of self-system.
According to Bandura self-efficacy is “the belief in one’s capabilities to organise
and execute the courses of action required to manage prospective situations”
(1995). In other words, self-efficacy is a person’s belief in his or her ability to
succeed in a particular situation. Bandura described these beliefs as determinants
of how people think, behave, and feel (1994). Since Bandura published his seminal
paper, “Self-Efficacy: Toward a Unifying Theory of Behavioural Change,” the
subject has become one of the most studied topics in psychology. Why has self-
efficacy become such an important topic among psychologists and educators?
As Bandura and other researchers have demonstrated, self-efficacy can have an
impact on everything from psychological states to behaviour to motivation.
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ii) Social Modeling: Witnessing other people successfully completing a task is Social Cognitive Thoery of
Personality (Bandura)
another important source of self-efficacy. According to Bandura, when a
person sees another person or persons similar to oneself succeeding by
one’s sustained efforts, makes the person raise the belief that they too
possess the capabilities that could help them master comparable activities
and succeed.
iii) Social Persuasion: Bandura also asserted that people could be persuaded to
believe that they have the skills and capabilities to succeed. Consider a time
when someone said something positive and encouraging that helped you
achieve a goal. Getting verbal encouragement from others helps people
overcome self-doubt and instead focus on giving their best effort to the task
at hand.
iv) Psychological Responses: Our own responses and emotional reactions to
situations also play an important role in self-efficacy. Moods, emotional
states, physical reactions, and stress levels can all impact how a person
feels about their personal abilities in a particular situation. A person who
becomes extremely nervous before speaking in public may develop a weak
sense of self-efficacy in these situations.
Bandura argued that some of the traditional principles of learning such as the
laws of reinforcement and punishment are more relevant to performance than to
acquisition. According to Bandura, learning can occur outside the boundaries of
pleasure and pain. Thus, people learn a great deal simply by watching or observing
others, by reading about what people do, and by making general observations of
the world. This learning may or may not be demonstrated in the form of behaviour.
To illustrate that people learn from watching others, Albert Bandura constructed
an experiment entitled “Bobo Doll Behaviour: A Study of Aggression.” In this
experiment Bandura exposed a group of children to a video, featuring violent
and aggressive actions. For the experiment Bandura made of film of one of his
students, a young woman, essentially beating up a bobo doll. Bobo doll is an
inflatable, egg-shape balloon creature with a weight in the bottom that makes it
bob back up when you knock him down.
The woman punched the clown, shouting “sockeroo!” She kicked it, sat on it,
hit with a little hammer, and so on, shouting various aggressive phrases. Bandura
showed this film to groups of kindergartners who, as you might predict, liked it
a lot. They then were let out to play. In the play room, of course, were several
observers with pens and clipboards in hand, a brand new bobo doll, and a few
little hammers.
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Theories of Personality-I The observers recorded that a lot of little kids beat the daylights out of the bobo
doll. They punched it and shouted “sockeroo,” kicked it, sat on it, hit it with the
little hammers, and so on. In other words, they imitated the young lady in the
film, and quite precisely at that.
This might seem like a real nothing of an experiment at first, but consider:
These children changed their behaviour without first being rewarded for
approximations to that behaviour! And while that may not seem extraordinary
to the average parent, teacher, or casual observer of children, it didn’t fit so well
with standard behaviouristic learning theory. Bandura called this phenomenon
as observational learning or modeling, and this theory is usually called social
learning theory.
Bandura did a large number of variations on the study: The model was rewarded
or punished in a variety of ways, the kids were rewarded for their imitations, the
model was changed to be less attractive or less prestigious, and so on. Responding
to criticism that bobo dolls were supposed to be hit, he even did a film of the
young woman beating up a live clown. When the children went into the other
room, what should they find there but — the live clown! They proceeded to
punch him, kick him, hit him with little hammers, and so on.
All these variations allowed Bandura to establish that there were certain steps
involved in the modeling process:
1) Attentional Processes: In order to learn, you need to be paying attention.
Anything that detracts your attention is going to have a negative effect on
observational learning. If the model is interesting or there is a novel aspect
to the situation, you are far more likely to dedicate your full attention to
learning. Thus if you are going to learn anything, you have to be paying
attention. Likewise, anything that puts a damper on attention is going to
decrease learning, including observational learning. If, for example, you
are sleepy, groggy, drugged, sick, nervous, or “hyper,” you will learn less
well.
Some of the things that influence attention involve characteristics of the
model. If the model is colorful and dramatic, for example, we pay more
attention. If the model is attractive, or prestigious, or appears to be
particularly competent, we will pay more attention. And if the model seems
more like ourselves, we will pay more attention. These kinds of variables
directed Bandura towards an examination of television and its effects on
kids.
2) Retentional Processes: The ability to store information is also an important
part of the learning process. Retention can be affected by a number of factors,
but the ability to pull up information later and act on it is vital to observational
learning. Thus you must be able to retain and remember what you have
paid attention to. This is where imagery and language come in. We store
what we have seen the model doing in the form of mental images or verbal
descriptions. When so stored, we can later “bring up” the image or
description, so that we can reproduce it with our own behaviour.
3) Reproduction Processes: Once you have paid attention to the model and
retained the information, it is time to actually perform the behaviour you
observed. Further practice of the learned behaviour leads to improvement
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and skill advancement. Through the reproduction processes you have to Social Cognitive Thoery of
Personality (Bandura)
translate the images or descriptions into actual behaviour. So you have to
have the ability to reproduce the behaviour in the first place. Another
important tidbit about reproduction is that our ability to imitate improves
with practice at the behaviours involved. And also it has been noted that
our abilities improve even when we just imagine ourselves performing!
Many athletes, for example, imagine their performance in their mind’s eye
prior to actually performing.
4) Motivational Processes: And yet, with all this, you’re still not going to do
anything unless you are motivated to imitate that is, until you have some
reason for doing it. Hence in order for observational learning to occur and
be successful, you have to be motivated to imitate the behaviour that has
been modeled. Reinforcement and punishment play an important role in
motivation. While experiencing these motivators can be highly effective,
one can also observe other experiences such as some type of reinforcement
or punishment that others are being subjected to. For example, if you see
another student rewarded with extra credit for coming to class on time, you
might start to show up a few minutes early each day.
In the theory of observational learning Bandura mentions a number of motives,
which are:
All the above three are, traditionally, considered to be the things that “cause”
learning. Bandura states that they do not so much cause learning as they cause us
to demonstrate what we have learned. That is, Bandura sees them as motives.
Of course, the negative motivations are there as well, giving you reasons not to
imitate someone. These are listed below:
d) past punishment.
f) vicarious punishment.
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Theories of Personality-I Psychological theories have traditionally emphasised learning through the effects
of one’s actions. If knowledge and skills could be acquired only by direct
experience, the process of cognitive and social development would be greatly
retarded. The abbreviation of the acquisition process is vital for survival as well
as for human development because natural endowment provides few inborn skills.
Humans have evolved an advanced capacity for observational learning that
enables them to expand their knowledge and skills on the basis of information
conveyed by modeling influences. Indeed, virtually all learning phenomena
resulting from direct experience can occur vicariously by observing people’s
behaviour and its consequences for them (Bandura, 1986; Rosenthal &
Zimmerman, 1978).
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Social Cognitive Thoery of
2.4 LET US SUM UP Personality (Bandura)
Social cognitive theory of Bandura is based on the idea that people learn by
watching what others do and that human thought processes are central to
understanding personality. Social cognitive theory approaches the explanation
of behaviour in terms of a continuous reciprocal interaction between cognitive,
behavioural, and environmental determinants. It identifies human behaviour as
an interaction of personal factors, behaviour, and the environment. These three
segments are mutually interactive. Now the question arise that do they have
some starting point? Bandura answered in yes and that point is self-system. “In
social learning theory, a self-system is not a psychic agent that controls behaviour.
Rather it refers to cognitive structures that provide reference mechanisms to set
of functions for perception, evaluation and regulation of behaviour”. The three
components involved in self-system are self-observation, judgment and self –
response. Self-efficacy is another important concept in Bandura’s theory. Self-
efficacy is “the belief in one’s capabilities to organise and execute the courses of
action required to manage prospective situations”. There are four major sources
of self-efficacy. These sources are mastery experiences, social modeling, social
persuasion, and psychological responses.
The second step refers to retention processes including the observer’s ability to
encode, to remember and to make sense of what has been observed.
The third step refers to motor reproduction processes including the capabilities
that the observer has to perform the behaviour being observed. Specific factors
include; physical capabilities, and availability of responses.
2.6 GLOSSARY
Reciprocal determinism : In social learning theory reciprocal determinism
is used to indicate that personal influences,
environmental forces, and behaviour function as
interdependent rather than autonomous
determinants.
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