Observational learning
Observational learning is the process of learning new behaviors by watching other people and then copying (or modeling) what you observed. For example, you might watch a tutorial on a video-sharing website to learn how to complete a task. In observational learning, the people whose behavior is copied are called models.
Biological processes significantly influence observational learning
Research suggests that a type of neuron called a mirror neuron is involved in observational learning. Mirror neurons fire in two situations:
- when you perform an action
- when you watch someone else perform the same action
This brain activity is also associated with empathy.
The brain’s role also shows up in vicarious emotions, which are emotions you experience in response to seeing someone else’s emotional situation. Empathy involves sharing another person’s emotional experience, while vicarious emotions can occur even when you aren’t directly involved in the situation that caused the emotion. For example, seeing a couple get married in a public setting might trigger a brief feeling of happiness. In the same way, you might feel anger when you witness an injustice done to someone else, even if it doesn’t affect you personally.
Over time, observational learning can shape long-term patterns of behavior, sometimes described as a person’s disposition. Consistent exposure to certain behaviors or environments can influence what a person tends to do in the future. For example, a child raised in a violent environment may adopt aggressive behaviors, while a child raised in a caring and nurturing home may develop more compassionate and affectionate tendencies.
Persuasion
In attitude and behavior change, persuasion is the process of changing someone’s attitude through communication. One widely used framework for understanding persuasion is the elaboration likelihood model. This model explains that how persuasive a message is depends on factors such as:
- characteristics of the message source
- the content of the message
- traits of the audience
The model describes two main routes to persuasion: the central route and the peripheral route.
The central route to persuasion relies on careful thinking and logical reasoning. It uses strong evidence - such as data and facts - to support an argument. For example, a company might emphasize a car’s safety features and fuel efficiency. When the audience is motivated and able to think analytically, this route is more likely to produce lasting attitude change.
The peripheral route relies on indirect cues rather than detailed reasoning. These cues might include attractive images, a catchy slogan, or a celebrity endorsement. This route can create positive associations with the message, but it usually leads to less durable changes in attitudes or behavior. It also requires less mental effort from the audience and may sometimes work outside conscious awareness, such as through product placement in films or television programs.
Social cognitive approach to observational learning
According to social cognitive theory, people often learn more effectively by watching and imitating others than by relying only on trial and error. The theory also emphasizes that behavior, attitudes, and the social environment influence one another. For example:
- Observing others can change your behavior.
- Changes in behavior that other people notice can contribute to changes in attitudes.
- The broader social environment can shape attitudes as well.