„‚ CONDITIONS THAT HINDER EFFECTIVE COMMUNICATION

Social-learning theory also emphasizes that behavior or performance is part of the
learning process and that performance, feedback, and reinforcement strengthen skill
development. The dual nature (cognitive and behavioral) of SLT is apparent in three
important subprocesses of observational learning identified by Bandura (1971):
attention, retention, and reproduction. Each of these subprocesses is affected by a
variety of factors, as outlined in Figure 1. (A fourth subprocess, motivation, is not
relevant to this discussion.)
Social-Learning
Subprocess
Factors Affecting the Subprocess
Attention ■ Distinctiveness or perceptual clarity of what is modeled
■ Complexity of the model
■ Learner’s perceptions of the value of what is modeled
■ Learner’s perceptual (mind) set
■ Learner’s past reinforcement
Retention ■ Symbolic coding
■ Cognitive organization
■ Symbolic rehearsal
■ Motor rehearsal
Reproduction ■ Physical capabilities
■ Availability of component responses
■ Self-observation
■ Accuracy of feedback
Figure 1. Factors Affecting Behavior Modeling
Attention
This subprocess describes the way in which learners orient themselves. The presentation
of a model does not ensure that learners will attend closely enough to the model, that
they will select from the model the most relevant attributes, or that they will even
perceive accurately what is being modeled. Attention is influenced by such variables as
the distinctiveness or perceptual clarity of what is modeled, the complexity of the model,
the learner’s perception of the value of what is modeled, the learner’s perceptual (mind)
set, and the learner’s past reinforcement patterns.
Retention
This subprocess of SLT emphasizes an element in observational learning that is ignored
in theories of imitation (such as behaviorism and other reinforcement theories).
Researchers have shown that when learners acquire a modeled response without
performing it as it is modeled, they must be retaining the modeled response in some
mental or symbolic form.
The process of retention includes symbolic coding, cognitive organization,
symbolic rehearsal, and motor rehearsal. Long-term retention of modeled behaviors is
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The Pfeiffer Library Volume 6, 2nd Edition. Copyright ©1998 Jossey-Bass/Pfeiffer