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Abstract
Biographical Information
Albert Bandura has achieved many honors and awards from fellow
psychologists. In 1972, he received a distinguished achievement
award from the American Psychological Association and a Scientist
Award from the California State Psychological Association. In 1974,
Bandura was elected the president of the American Psychological
Association. In 1977, he was known as the Father of the Cognitive
Theory. In 1980, he was also elected the president of the Western
Psychological Association. In 1989, he was also employed to the
Institute of Medicine of the National Academy of Sciences (Hilgard,
1989: pp.11).
During his lifetime, he has written several books and articles that
have been widely used in psychological research. In 1959, Bandura
wrote his first book in collaboration with Richard Walters called
"Adolescent Aggression." In 1973, he wrote Aggression: A Social
Learning Analysis. Four years later, he published one his most
prominent books called the "Social Learning Theory." These books
and articles are the most relevant psychological research in
determining aggression and deviance. In 1941, Dollard and Miller
published the book "Social Learning and Imitation. Albert Bandura
stated that this book was one of the contributions to development of
his modeling theory (Evans, 1989: p4). " I was attracted to Miller and
Dollard’s work on the assumption that human development requires a
much more powerful mode of transmitting competencies than does
trail and error (Evans, 1989: p4). The Social Learning and Imitation
theory suggested that people obtain competencies and new modes of
behavior through response consequences. (Miller & Dollard, 1941:
pp.26-42)
Albert Bandura is most famous for the Bobo doll experiment. Albert
Bandura believed that aggression must explain three aspects: First,
how aggressive patterns of behavior are developed; second, what
provokes people to behave aggressively, and third, what determines
whether they are going to continue to resort to an aggressive
behavior pattern on future occasions (Evans, 1989: p.22). In this
experiment, he had children witness a model aggressively attacking a
plastic clown called the Bobo doll. There children would watch a video
where a model would aggressively hit a doll and " ‘...the model
pummels it on the head with a mallet, hurls it down, sits on it and
punches it on the nose repeatedly, kick it across the room, flings it in
the air, and bombards it with balls...’(Bandura, 1973: p.72). After the
video, the children were placed in a room with attractive toys, but
they could not touch them. The process of retention had occurred.
Therefore, the children became angry and frustrated. Then the
children were led to another room where there were identical toys
used in the Bobo video. The motivation phase was in occurrence.
Bandura and many other researchers founded that 88% of the
children imitated the aggressive behavior. Eight months later, 40% of
the same children reproduce the violent behavior observed in the
Bobo doll experiment http://www.mhcollegeco/socscienc/comm/bandur-
s.mhtml
Criticisms
In the Bobo doll experiment, critics have argued that the children
were manipulated into responded to the aggressive movie. The
children were teased and became frustrated because they could not
touch the toys. Many critics believed the experiment conducted was
unethical and morally wrong because the children were trained to be
aggressive. "How many more of the experiments finding a link
between violence on television and aggressive behavior have ethical
problems? It is not surprising that the children had long-term
implications because of the methods imposed in this
experiment"(Worthman and Loftus, p.45)
People learn through observing others’ behavior, attitudes, and outcomes of those
behaviors. “Most human behavior is learned observationally through modeling: from
observing others, one forms an idea of how new behaviors are performed, and on later
occasions this coded information serves as a guide for action.” (Bandura). Social
learning theory explains human behavior in terms of continuous reciprocal interaction
between cognitive, behavioral, and environmental influences.
Bandura believed in “reciprocal determinism”, that is, the world and a person’s
behavior cause each other, while behaviorism essentially states that one’s environment
causes one’s behavior, Bandura, who was studying adolescent aggression, found this
too simplistic, and so in addition he suggested that behavior causes environment as well.
Later, Bandura soon considered personality as an interaction between three components:
the environment, behavior, and one’s psychological processes (one’s ability to entertain
images in minds and language).
Social learning theory has sometimes been called a bridge between behaviorist and
cognitive learning theories because it encompasses attention, memory, and motivation.
The theory is related to Vygotsky’s Social Development Theory and Lave’s Situated
Learning, which also emphasize the importance of social learning.
Social Learning Theory
Of the many cues that influence behavior, at any point in time, none is more common
than the actions of others. (Bandura, 1986, p.206)
Based on a belief that important psychological processes and issues had not been
completely dealt with by earlier theorists, Bandura & Walters (1963) began to present
another view, originally referred to as observational learning. This theory discussed the
human learning that takes place as individuals abstract information from observing the
behavior of others, abstracting information from these observations, make decisions
about which of these behaviors to adopt, and later perform the selected behaviors. The
theory lists several social cognitive factors that influence learning such as the capacity
to use symbols and engage in firm and intentional actions. Through the use of symbols,
an individual can translate observations into internal models that can guide future
actions and can be used to test out possible courses of action before actual performance.
As Bandura began to build his theory of social learning, he identified three areas of
weakness in Behaviorism. These were (1) the limited range of the behaviors possible for
research in a laboratory type setting (2) the fact that these theories were unable to
account for the acquisition of new responses to situations and (3) that it dealt with only
one type of learning, direct learning, where the learner performs a response and
experiences the consequences. Bandura referred to this type learning as instantaneous
matching Bandura went on to discuss indirect learning, referred to as delayed matching
where the learner observes reinforced behavior and then later enacts the same type
behavior.
The modeled behavior serves to convey information to the observer in one of three
different ways. One is by serving as a social prompt to initiate similar behavior in
others. The second is by acting to strengthen or weaken the exiting restraints of the
learner against performance of particular behaviors. The third influence is to transmit
new patterns of behavior.
Bandura describes three types of modeling stimuli, which are live models, symbolic
models, and verbal descriptions or instructions. Of these three, in American society , the
greatest range of exposure is in the form of symbolic models through mass media.
An important point in the social cognitive theory is that the learners behavior is guided
by cognitive processes rather than formed or shaped by reinforced practice. Four
component parts are responsible for the learning and performance acquisition. These
are:
I. Attentional processes
• Observer characteristics
o
o perceptual /cognitive capacities
o
o arousal level
o
o past performance
•
• Event characteristics
o
o relevance
o
o affective valence
o
o complexity
o
o functional value
o
o model's characteristics
o
o intrinsic rewards
• Event characteristics
o
o cognitive organization
o
o cognitive rehearsal
• Observer characteristics
o
o physical capabilities
o
o subskill mastery
• Event characteristics
o
o selection & organization of responses
o
o feedback
• Observer characteristics
o
o incentive preference
o
o social bias
o
o internal standards
•
•
• Event characteristics
o
o external reinforcement
o
o self-reinforcement
o
o vivacious reinforcement
In Bandura's later work he introduces two other aspects to his Social Learning Theory.
These are his work on the self regulatory system and self efficacy. In the area of self
regulatory system/self evaluative behaviors he said that this system is based upon
cognitive subprocesses that:
• perceive,
• evaluate and
• regulate behavior.
These processes are based upon the standards for one's behavior and capabilities of
cognitive structures that provide referents for behavior and its outcomes. These
standards are based upon one's:
• self observation,
• self judgment
• self response
• self evaluations
The third area of Dr. Bandura's work deals with the area of ones perception of one's self
efficacy in dealing with a situation. Perceived self efficacy is the belief that one can
execute behavior to produce outcome. It influences behavior in three ways:
• choice of behavior
• quality of individual performance
• persistence
Dr. Bandura's definition of aptitude, itself, illustrates the importance he places on self-
efficacy in his learning theory. He says that the concept of ability is not a fixed attribute
in our repertoire, rather it is a generative capability which cognitive, motivational,
emotional and behavioral skills must be organized and effectively orchestrated to serve
diverse purposes
• cognitive
• motivtional
• emotional
• selective
Perceived self efficacy is visible in schools as it sets up a cue in the intellectual process:
• performance / accomplishments
• vicarious experience
• social persuasion
• physiological state
The 3 types of cognitive motivators around which theories have been built:
• cognized goals
• outcome expectancies
• retrospective reasoning about perceived causes of success & failure
Albert Bandura was born in the province of Alberta, Canada, and received his B.A.
from the University of British Columbia. He earned his M.A. and Ph.D. in clinical
psychology at the University of Iowa, focusing on social learning theories in his studies
with Kenneth Spence and Robert Sears. Graduating in 1952, Bandura completed a one-
year internship at the Wichita Guidance Center before accepting an appointment to the
department of psychology at Stanford University, where he has remained throughout his
career. In opposition to more radical behaviorists, Bandura considers cognitive factors
as causal agents in human behavior. His area of research, social cognitive theory, is
concerned with the interaction between cognition, behavior, and the environment.
Much of Bandura's work has focused on the acquisition and modification of personality
traits in children, particularly as they are affected by observational learning, or
modeling, which, he argues, plays a highly significant role in the determination of
subsequent behavior. While it is common knowledge that children learn by imitating
others, little formal research was done on this subject before Neal Miller and John
Dollard published Social Learning and Imitation in 1941. Bandura has been the single
figure most responsible for building a solid empirical foundation for the concept of
learning through modeling, or imitation. His work, focusing particularly on the nature
of aggression, suggests that modeling plays a highly significant role in determining
thoughts, feelings, and behavior. Bandura claims that practically anything that can be
learned by direct experience can also be learned by modeling. Moreover, learning by
modeling will occur although neither the observer nor the model is rewarded for
performing a particular action, in contrast to the behaviorist learning methods of Ivan
Pavlov and B.F. Skinner, with their focus on learning through conditioning and
reinforcement. However, it has been demonstrated that punishment and reward can
have an effect on the modeling situation. A child will more readily imitate a model who
is being rewarded for an act than one who is being punished. Thus, the child can learn
without actually being rewarded or punished himself—a concept known as vicarious
learning. Similarly, Bandura has shown that when a model is exposed to stimuli
intended to have a conditioning effect, a person who simply observes this process, even
without participating in it directly, will tend to become conditioned by the stimuli as
well.
Based on his research, Bandura has developed modeling as a therapeutic device. The
patient is encouraged to modify his or her behavior by identifying with and imitating the
behavior of the therapist. Although modeling was first studied in relation to children, it
has been found to be effective in treating phobias in adults as well. The patient watches
a model in contact with a feared object, at first under relatively non-threatening
conditions. The patient is encouraged to perform the same actions as the model, and the
situation is gradually made more threatening until the patient is able to confront the
feared object or experience on his or her own.
Bandura has also focused on the human capacity for symbolization, which can be
considered a type of inverse modeling. Using their symbolic capacities, people construct
internal models of the world which provide an arena for planning, problem-solving, and
reflection and can even facilitate communication with others. Another area of social
cognition theory explored by Bandura is self-regulatory activity, or the ways in which
internal standards affect motivation and actions. He has studied the effects of beliefs
people have about themselves on their thoughts, choices, motivation levels,
perseverance, and susceptibility to stress and depression. Bandura is the author of
many books, including Adolescent Aggression (1959), Social Learning and Personality
(1963), Principles of Behavior Modification (1969), Aggression (1973), Social
Learning Theory (1977), and Social Foundations of Thought and Action (1985).