Social Foundations of Thought and Action: A Social Cognitive Theory. “Social Cognitive Theory of Mass Communication. Rogers, and Miguel Sabido, Lawrence Erlbaum Associates, 2004, pp. “Social cognitive theory for personal and social change by enabling media.” Entertainment-education and social change: History, research, and practice, edited by Arvind Singhal, Michael J. Thus, social cognitive theory cautions that people don’t perform every behavior they learn through modeling. However, if a behavior was punished in some way, the observer would be less motivated to reproduce it. If an observed behavior was rewarded, the observer will be more motivated to reproduce it later. Motivational processes determine whether or not an observed behavior is performed based on whether that behavior was observed to result in desired or adverse outcomes for the model.In many cases, this doesn’t mean the observer will replicate the observed action exactly, but that they will modify the behavior to produce a variation that fits the context. Production processes reconstruct the memories of the observations so what was learned can be applied in appropriate situations.Retention processes involve remembering the observed information so it can be successfully recalled and reconstructed later.People might select to observe real-life models or models they encounter via media. Attentional processes account for the information that is selected for observation in the environment.
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