Observational learning, also called social learning theory, occurs when an observer’s behavior changes after viewing the behavior of a model. An observer’s behavior can be affected by the positive or negative consequences-called vicarious reinforcement or vicarious punishment- of a model’s behavior.
There are several guiding principles behind observational learning or social learning theory:
6. Attention and retention account for acquisition or learning of a model’s behavior; production and motivation control the petformance.