Professional Documents
Culture Documents
Social learning theory focuses on the learning that occurs within a social context. It
considers that people learn from one another, including such concepts as observational
learning, imitation, and modeling. Among others Albert Bandura is considered the
leading proponent of this theory.
Several theories have been offered to explain how and why one's behaviour can, seemingly
retroactively, influence one's attitudes. These include self-presentation theory, self-
perception theory, and self-justification theory.
1. Self-Presentation Theory
One of the simplest explanations for why our attitudes match our behaviour is self-
presentation theory. We present ourselves to others and are concerned with their impressions
of us. We know that others' opinions of us will affect our lives, including career
opportunities(eg. whether we will be hired) and social involvements(eg. whether another
person will find us attractive).
One quality we know is valued in our society is consistency. People like people who behave in
a consistent, reliable, predictable manner. Once we have acted a particular way, then, it is
desirable to insist that we have done so on purpose. Thus it is socially desirable to form
attitudes that reflect our behaviours.
2. Self-Perception Theory
Self-perception involves observing our own behaviour and making inferences about our true
underlying motivations. This explains how behaviour might influence attitudes: once we have
done something, we consider our action and infer that we must have an attitude in favour of
that action. For example, why did you purchase a particular brand of shampoo? By inference,
you must conclude that you prefer that brand to others, and will make the same kind of
purchase again.
3. Self-Justification Theory
Attitude-behaviour consistency is not only socially desirable, it is also psychologically
comfortable. Consistency theories argue that cognitive elements like behaviours and
attitudes must be in harmony for people to feel comfortable with themselves. Disharmony eg.
a mismatch between a behaviour and one's attitude, results in discomfort, and motivates one
to restore harmony to relieve the tension.
When one has done something that does not match a previously stated attitude, one
experiences disharmony and desires to restore consistency again. Since the behaviour itself is
already done and cannot be changed, an obvious option for restoring harmony is to change
one's old attitude to match the new behaviour. This is the process of self-justification.
For example, a woman has always been outspoken about the need for gun control and the
dangers of handgun ownership. One day a house in her neighbourhood is burglarized, and the
next day she herself purchases a handgun "for self-protection". When her friends challenge
her about this apparent inconsistency, she justifies her behaviour by changing her attitude.
She now insists that she still favours keeping guns out of criminals' hands, but not out of
everyone's hands. She has changed her attitude to realign it with her most recent behaviour,
in order to justify her behaviour to herself and others.