OBSERVATIONAL LEARNING, sometimes referred to as vicarious reinforcement, can take place at any point in life. It’s most common during childhood as children learn from the authority figures and peers in their lives. It plays an important role in the SOCIALIZATION PROCESS.
Factors That Influence Observational Learning – Psychologist Albert Bandura (describing his own perspective as ‘social cognitivism’) is the researcher perhaps best identified with learning through observation. According to Bandura’s research, there are a number of factors that increase the likelihood that a behavior will be intentionally observed and then imitated. Among them:
People who are similar to us in age, sex, and interests
When the situation is confusing, ambiguous, or unfamiliar
The key element to note in Bandura’s highly regarded observations is that peers learn from peers. Peers are highly motivated to pay attention to peers for all the obvious reasons – acceptance and trust being prime among those reasons.
-Albert Bandura, Social Learning Theory, 1977