Social Cognitive Theory

 

Explanation Of Behavioral Patterns History and Orientation 

In 1941 Miller and Dollard proposed the theory of social learning. In 1963 Bandura and Walters broadened the social learning theory with the principles of observational learning and vicarious(felt or experienced by watching or reading about somebody else doing something, rather than by doing it yourself.) reinforcement. Bandura provided his concept of self-efficacy in 1977.

. The Social Cognitive Theory is relevant to health communication. 

First, the theory deals with cognitive, emotional aspects and aspects of behavior for understanding behavioral change.

 Second, the concepts of the SCT provide ways for new behavioral research in health education.

 Finally, ideas for other theoretical areas such as psychology are welcome to provide new insights and understanding. 

Core  Statements 

The social cognitive theory explains how people acquire and maintain certain behavioral patterns, while also providing the basis for intervention strategies (Bandura, 1997). Evaluating behavioral change depends on the factors environment, people and behavior. 

The social cognitive theory  provides a framework for designing, implementing and evaluating programs. Environment refers to the factors that can affect a person’s behavior. 

There are social and physical environments.  

Social environment include family members, friends and colleagues. 

Physical environment is the size of a room, the ambient temperature or the availability of certain foods. 

Environment and situation provide the framework for understanding behavior (Parraga, 81 1990). 

The situation refers to the cognitive or mental representations of the environment that may affect a person’s behavior. 

The situation is a person’s perception of the place, time, physical features and activity (Glanz et al, 2002). 

The three factors environment, people and behavior are constantly influencing each other. 

Behavior is not simply the result of the environment and the person, just as the environment is not simply the result of the person and behavior (Glanz et al, 2002). 

The environment provides models for behavior.

 Observational learning occurs when a person watches the actions of another person and the reinforcements that the person receives (Bandura, 1997). 

The concept of behavior can be viewed in many ways. Behavioral capability means that if a person is to perform a behavior he must know what the behavior is and have the skills to perform it. 

Concepts of the Social Cognitive Theory Source: 

 • Environment: Factors physically external to the person; Provides opportunities and social support 

• Situation: Perception of the environment; correct misperceptions and promote healthful forms 

• Behavioral capability: Knowledge and skill to perform a given behavior; promote mastery learning through skills training 

• Expectations: Anticipatory outcomes of a behavior; Model positive outcomes of healthful behavior

 • Expectancies: The values that the person places on a given outcome, incentives; Present outcomes of change that have functional meaning 

• Self-control: Personal regulation of goal-directed behavior or performance; Provide opportunities for self-monitoring, goal setting, problem solving, and self-reward 

• Observational learning: Behavioral acquisition that occurs by watching the actions and outcomes of others’ behavior; Include credible role models of the targeted behavior 

• Reinforcements: Responses to a person’s behavior that increase or decrease the likelihood of reoccurrence; Promote self-initiated rewards and incentives 

• Self-efficacy: The person’s confidence in performing a particular behavior; Approach behavioral change in small steps to ensure success 

• Emotional coping responses: Strategies or tactics that are used by a person to deal with emotional stimuli; provide training in problem solving and stress management 

• Reciprocal determinism: The dynamic interaction of the person, the behavior, and the environment in which the behavior is performed; consider multiple avenues to behavioral change, including environmental, skill, and personal change. 

Overview of social cognitive theory and of self-efficacy. 

 Scope and Application 

The Social Cognitive Theory is relevant for designing health education and health behavior programs. 

This theory explains how people acquire and maintain certain behavioral patterns. 

The theory can also be used for providing the basis for intervention strategies Example A project was started to prevent and reduce alcohol use among students in grades 6 till 12 

The change of community norms to alcohol use for high-school age students were key elements. With

 (1) community attention

 (2) parental education

 (3) support of alcohol free events

 (4) media projects to don’t provide alcohol and 

(5) classroom discussions the program started. 

Social cognitive theory is based on the concept that the process of observing and imitating the behavior of other entities is significant to the process of learning new behaviors on the part of a particular entity. It is connected to Albert Bandura’s concept of the Social Learning theory, cognition being emphasized in this case because of the important role that acquiring knowledge through thought, experience and senses plays in the formation and implementation of new models of behavior.

Human behavior is dependent on what a person observes others performing, how much belief the person has in their capability to replicate the behavior, the outcome of the behavior and associated positive or negative consequences for the performer and how the external environment affects the reproduction of the behavior on the part of the observer.

As people can learn through observation, performance is not essential to the acquisition of new knowledge. People do not always learn by attempting a new behavior until they succeed, but also by watching others successfully perform the behavior. This means that they may pick up on all the important details and retain them so that they will be able to reproduce them later, provided they are sufficiently motivated to do so, and then refrain from performing the behavior at that point in time.