SOCIAL LEARNING THEORY of Albert Bandura

Most entrepreneurs and more importantly marketers are in the business of influencing consumers to buy and consume their product or services. The basics principles of Attention, Retention, Motivation and Action have been the subject of deep study and publishing by Albert Bandura under his Social Learning Theory. I came to know the works of Bandura because of my reading on human behavior in respect of Modeling behavior and Learning in the business world.

Of particular interest to me today is Albert Bandura’s comments on the effect of Television in the mounting violence and aggressiveness of the society. Are we experiencing now greater violence than a few decades ago? Are we subjected to more sexual aggression? The story of Tyler Richie as accounted by the author is very telling. More so; Albert Bandura supported his theory with experiments and serious studies. I recommend you to read chapter 31 and to promote the reading his theory to our journalists and media.

Drugs addictions, violence in all its forms, pornography suggestive or otherwise are all gaining grounds in our society. Most of us, would not want to see the progress of these modern nuisances. We may well be encouraging and helping to the decay of our future society through sheer ignorance, by accepting that these negative values seep in. What do we hear on the radio and see on our TV everyday? Nothing wrong in openly talking or discussing these “news” items described in exciting formats it would appear? Would we be insidiously introducing counter moral values and unconsciously accepting them or seen to be accepting them?

“Bandura says that people learn from vicarious observation”.

“But arousal researchers note that people also get excited watching suspense, comedy, or sexy bedroom scenes.

In the morning news paper a fortnight or so earlier, the detailed description of the physical and sexual abuses that underwent a victim in the report of a legal court case was shocking to me. The news item was sheer voyeurism or sensationalism. Sometimes I wonder whether the motive of the press is for economic gain above all other considerations.

You will be glad to know that Social Learning theory is very much used in criminology.

Based on this theory,may be, we should support the campaign waged by Veronique Leclezio to ban all publicity on tobacco. Likewise, a total blackout on all advertising media should apply on Alcohol as well!