2.6.3 Observational learning
Observational learning is a process through which individuals acquire new behaviors by watching others and then imitating, or modeling, the actions or speech they observe. For instance, one might visit a video-sharing website to watch a tutorial on how to perform a particular task. In this context, the people whose behaviors are copied are referred to as models.
Research indicates that a specific type of neuron, known as a mirror neuron, plays a crucial role in this process. These neurons function bidirectionally by firing both when an individual executes an action and when they observe someone else performing that same action. This neural mechanism is also linked with the capacity for empathy.
The brain’s involvement extends to the experience of vicarious emotions, where an individual feels emotions similar to those observed in others. Empathy involves sharing the emotional experience, while vicarious emotions may be experienced even without directly encountering the source of the emotion. For example, witnessing the joy of a couple getting married in a public setting might elicit a temporary surge of happiness in the observer; similarly, one might feel anger at an injustice experienced by someone else even if it does not affect them personally.
The implications of observational learning extend to the development of individual behavior over time. Consistent exposure to particular behaviors or situations can shape one’s long-term disposition. For example, a child raised in a violent environment may adopt aggressive behaviors, whereas a child who experiences a caring and nurturing home life may develop more compassionate and affectionate tendencies.
In the realm of attitude and behavior change, persuasion is the process by which an individual’s attitude is altered through some form of communication. A well-known framework for understanding the dynamics of persuasion is the elaboration likelihood model, which posits that the effectiveness of persuasive messages depends on several variables including characteristics of the message source, the content of the message itself, and the traits of the audience. This model identifies two main routes to persuasion: the central route and the peripheral route.
The central route to persuasion is driven by logical reasoning and relies on presenting compelling data and facts to convince the audience of an argument’s validity. For example, a company might highlight the safety features and fuel efficiency of its cars. This method tends to produce lasting attitude changes when the audience is motivated and able to process the information analytically. Conversely, the peripheral route uses indirect cues, such as appealing imagery or celebrity endorsements, to create positive associations with the message. While this approach may foster a favorable impression, it generally results in less enduring changes in attitudes or behaviors and requires minimal cognitive engagement from the audience, sometimes operating below the level of conscious awareness, as in product placement within films or television programs.
According to social cognitive theory, individuals tend to learn more effectively by observing and imitating others rather than relying solely on trial-and-error experiences. Additionally, changes in behavior that are observed by others can, in turn, lead to shifts in attitudes, while the broader social environment also exerts a significant influence on one’s attitudes.
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