Observational Learning and Retention Process: Bandura's Model

Observational Learning

              While Skinner insisted that responses must first occur and then be reinforced, Bandura averred that our learning occurred through observation (Frager & Fadiman, 2002). Bandura called this “observational learning.” In a word, this learning process arises when we observe that someone gets rewards for their behavior, and we receive second-hand reinforcement.

Retention Process

              Retention process is one of the key components in observational learning. Unless people remember the objects which they observed, the effect of observational learning decreases. In order to retain our memory, imaginal and verbal systems are crucial in observational learning. Some of our behaviors are retained in imagery. As a famous experiment, children who watched a violent TV became more likely to act aggressively than who were not exposed to violent TV. In fact, there are some critics in this experiment, but visual imagery seems to play an important role in observational learning. Especially, it may have significant influence on infants who don’t develop verbal skills fully yet.

              In addition to imaginal systems, verbal systems are important in observational learning. Bandura (1976) points out: “Most of the cognitive processes that regulate behavior are primarily verbal rather than visual” (p. 26). In this point, Bandura explains that verbal codes convey a great deal of information in an easily stored form. Furthermore, Bandura illustrates: “When people mentally rehearse or actually perform modeled response patterns, they are less likely to forget them than if they neither think about them nor practice what they have seen” (p. 26). This represents our visualization power.