Observational Learning

Robert Cialdinis discussion of Social Proof: Truths Are Us provides a rich

resource for a lecture on or discussion of observational learning. For example,
Albert Bandura has shown how modeling can eliminate undesirable behaviors. In
one study nursery school children, chosen because they were terrified of dogs,
merely watched a little boy playing happily with a dog for 20 minutes. As a result of
this experience, 67 percent were willing to climb into a playpen with a dog and
remain confined there petting and scratching the dog while everyone else left the
room. Their observations seemed to have a lasting positive effect. One month later
the children were more willing than ever to approach dogs. Subsequent research has indicated that filmed
models have the same effect. The greatest reduction in fear occurred when the film clips depicted a variety
of other children interacting with their dogs. Observational learning may be strongest when we perceive
many performing the same action.
Filmed models have been used in therapy for diverse problems. Socially
withdrawn children watched a variety of scenes in which a clearly shy child
is treated positively when he interacts in a social activity. The impact was
obvious. After watching the film, the shy children began to interact with
their peers at a level equal to that of other children in the school.
Cialdini suggests that our tendency to imitate the behavior of others is
exploited in a variety of settings. For example, television executives seem to know what they are doing
when they use canned laughter. Experiments indicate that the technique causes an audience to laugh
louder and more often when humorous material is presented. Advertisers love to tell us that their product
is the fastest growing or
largest selling. The fact that many
others are using it prompts
us to buy it. Bartenders salt their tip jars
with a few dollar bills to
demonstrate appropriate customer
behavior. The producers of
charity telethons devote a great deal of
time to listing the viewers
who have already pledged contributions
on the premise that others
will follow suit.
Research indicates that
imitative behavior is more likely to occur
in ambiguous situations. For
example, as we discuss in Chapter 18,
bystanders decisions to help
are much more influenced by the actions
of other bystanders when
the situation is unclear. We are also
more likely to imitate the
behavior of those who are
similar to ourselves. The effects of similarity may be seen in the suicide statistics compiled by sociologist
David Phillips. His studies indicate that highly publicized suicides tend to prompt other troubled individuals
who are similar to the suicide-story victim to kill themselves (see Chapter 18). Cialdini sees the factors of
uncertainty and similarity coming together to induce the herdlike suicide of the members of Peoples
Temple cult at Jonestown, Guyana, in November 1978. His analysis also helps us to understand the 39
suicides of the Heavens Gate cult in spring 1997.