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Social Learning Theory of Julian Rotter
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Social Learning Theory
Emphasizes the importance of observing and modeling the behaviors, attitudes, and emotional reactions of others.
Why, by seeing the model of behavior and attention shown in commercials and ads, do we then buy the product being advertised?
Commercials suggest that drinking a certain beverage or using a particular hair shampoo will make us popular and win the admiration of attractive people.
Four Main Components
1. Behavior Potential
11. Expectancy
111. Reinforcement Value
1111. Psychological Situation
Behavior Potential:
The likelihood that an individual will engage in a particular behavior in response to a specific situation (stimuli).
Every environment has different possible behavior outcomes that can occur.
Expectancy:
The perceived probability that a specific behavior will lead to the desired outcome, or reinforcer, based upon past experiences.
Two types of expectancies: High and low.
- High: Confident behavior will result in desired outcome.
- Low: Behavior hasn't always resulted desired outcome.
Ex: A student wears stylish clothes to school, based on their past experiences (telling them) they have been accepted by their peers. This shows that the student has a high expectancy of receiving the same outcome as they have previously.
Reinforcement Value:
The outcomes that occur from our behavior.
Things that attract an individual tend to have a high reinforcement value. Things that an individual wants to avoid has a low reinforcement value.
When the chances of achieving a reinforcement are the same, an indivdual will exhibit the behavior that is directed toward the outcome that they prefer.
The Psychological Situation:
This is described as a formula, BP=f(E + RV), which states that behavior potential (BP) is a function of expectancy (E) and reinforcement value (RV).
Both expectanct and reinforcement value are subjective interpretations, because different people interpret the same situation differently.
Rotter believes that this is an essential factor in determining an individuals behavior.
Note there are 6 filler items (1, 8, 14, 19, 24, 27) and 23 scoring items.
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