Albert Bandura believed we can learn simply by observing models in the environment and that rewards and punishments are not essential for learning. He looked at the cognitive processes involved in learning e.g. memory and thinking is essential for learning. We can also learn by imitating and copying behaviour. We copy models. We identify with someone we like to be which results in copying and imitating their behaviour. This can be a result of direct or indirect reinforcement. Observational learning has four conditions for effecting modelling to occur. The mediating cognitive factors are attention, retention, motor reproduction and motivation.
Vicarious conditioning is when the consequences of the model’s actions have an important influence on us. Vicarious reinforcement is when the model’s actions have a desirable consequence and therefore we are more likely to imitate the action. Vicarious punishment is when there was an undesirable outcome and therefore we are less likely to imitate.
The characteristics of the role model are also important. We are more likely to imitate models who we see have desirable qualities (e.g. power, status, talent) and also people who are similar to us in important ways (e.g. people with the same gender)
The social learning theory has much strength. For example, the SLT uses experimental and non experimental methods which can make the experiment very reliable. SLT has also been applied to many areas of psychology and has provided effective explanations for gender development and treatment of mental disorders. It also explains the learning of complex human behaviours such as aggressions (e.g. bandura’s bobo doll experiment).
But the social learning theory has its limitations as the bobo doll experiment is artificial and lacks ecological validity. The laboratory experiment is difficult to generalise to real life situations. The approach also says all behaviour is learnt but it neglects and ignores the role of the biological approach and genetics (e.g. the effects of testosterone). It also fails to account for all behaviour e.g. if we learn by observing others, why does a criminal become an offender when they haven’t been in contact with crime.
Overall the social learning explains a lot and has much strength which makes it reliable.