Sociocultural Level of Analysis
Social Norms Learning Outcomes:
Explain Social Learning Theory,
making reference to two relevant
studies
Three Strands of SCLOA
and Specific Learning Outcomes
Socio-cultural
Cognition
(4.1)
1. Describe the role
of situational and
dispositional factors
in explaining
behaviour.
2. Discuss two errors
in attributions. (for
example,
fundamental
attribution error,
illusory correlation,
self-serving bias).
3. Evaluate social
identity theory,
making reference to
relevant studies.
4. Explain the
formation of
stereotypes and their
effect on behaviour.
Social Norms
(4.2)
1. Explain social
learning theory,
making reference to
two relevant studies.
2. Discuss the use of
compliance
techniques.(for
example, lowballing,
foot-in-the-door,
reciprocity)
3. Evaluate research on
conformity to group
norms.
4. Discuss factors
influencing conformity.
(for example, culture,
groupthink, risky shift,
minority influence).
Cultural
Norms
(4.2)
5. Define the
terms culture and
cultural norms.
6. Examine the role
of two cultural
dimensions on
behaviour.
(for example,
individualism/collec
tivism,power
distance,
uncertainty
avoidance,
Confucian
dynamism,
masculinity/feminin
ity).
7. Using one or
more examples,
explain emic and
etic concepts.
SLO.1: Explain social learning theory,
making reference to two relevant studies.
Norm: is a set of rules based on
socially or culturally shared beliefs
of how an individual should behave.
Question: How does a society or
culture pass on its norms to
individuals with the group? SLT is
the predominant theory.
Social Learning Theory:
People learn behaviour through
observational learning.
Observational learning:
Learning by watching models and
imitating their behaviour
Social Learning Theory:
Sometimes the model is trying
to have a direct effect on the
learner. Ex. Teacher
Often models serve as indirect
models – they are not trying
to influence behaviour
Social Learning Theory
 Social learning involves the following factors: ARMM
1.
2.
3.
4.
Attention
Retention
Motor Reproduction
Motivation
Attention

You have to pay attention to the model in order for
learning to occur. Likewise, anything that
reduces/distracts attention is going to decrease
learning.
Calvin’s not paying attention!!
More on Attention

Bandura also found that
characteristics of the model affected
attention.

Example: Dramatic models were paid more attention.
Attractive or prestigious models and models that seem
more like the subject were also paid more attention.
Retention

You must be able to
remember the behaviour that
has been observed.
Motor Reproduction
 The observer must be
able to replicate the
action.
 Just because you watch
someone do this doesn’t
mean you can do it!
Motivation


You must want to demonstrate what you have learned.
What influences us to be motivated to learn a behaviour?
Consistency- Model behaves consistently
across situations. Ex. Always being brave.
Identification with the model- A tendency to
imitate models who are like ourselves Ex.
Age, gender
Rewards/punishments: Vicarious
reinforcement – learn from others
Liking the model – Warm and friendly models
are more likely to be imitated than cold and
uncaring models.
Evaluation of Social Learning
Theory




Helps explain why behaviours may be passed down
in a family or within a culture
Explains why children can acquire some behaviours
without trial-and-error learning
However, though a behaviour may be acquired it is
not always demonstrated (some see this as a
criticism of the theory) – gap between when one
observes the model and when one may demonstrate
the behaviour
It also doesn’t explain why some people never learn
a behaviour, in spite of the above criteria being met



Social Learning Theory has developed
into social cognitive theory and selfefficacy theory
Both are based on SLT but the focus is
on beliefs and how self-beliefs
influence behaviour
This is an important elaboration of SLT
to include how people are motivated
not only by role models but also their
own beliefs and experiences.
Sabido Method

Method for designing and producing
radio and television drama that
aims to change people’s behaviour
Albert Bandura
"Of the many cues that influence behavior,
at any point in time, none is more
common than the actions of others"
Key Study:
'Transmission of aggression through
imitation of aggressive models'
Bandura, Ross, and Ross (1961)
http://www.youtube.com/watch?v=zerC
K0lRjp8 (5-ish minutes)
Aim, Method, Findings, and
Evaluation (GMEC) of Bandura
(1961)
Work with a group of 3 to create a Google
Doc in which you summarize the AMF and
use critical thinking skills to EVALUATE
Bandura’s study.
The study is found on the OneNote
document.
Class Discussion – taking up the
study


So what happened in this study?
What are some of its strengths and
limitations?
With an ‘elbow partner’…

Read about Gergely et al. (2002) in your Pearson (green)
text on pg. 123. As well, consult the full article on this site:
http://webhost.ua.ac.be/funmorph/publications/Van%20Damme%20et%20al%
202002%20Nature.pdf


How does this study relate to, or support social learning
theory?
What strengths or weaknesses can you identify regarding
the study?