One of the most fascinating things about being human is our incredible ability to learn from watching others.
We’re naturally social creatures, and observational learning taps into that deeply human instinct to observe, imitate, and improve.
Whether it’s picking up new skills like sports, learning an instrument, or mastering a new software tool at work, we’re constantly learning by observing those who are more experienced than us.
In this article, we’ll dive deep into the theory of observational learning—how it works, its core processes, and its relevance in corporate training and personal development.
I’ll also share some personal experiences on how this psychological concept has influenced both my personal growth (like learning golf and guitar) and my approach to designing learning content.
If you’re looking for a way to tap into your own learning potential—or to craft more impactful learning experiences for others—observational learning might just be the mental hack you need.
What Is Observational Learning?
Observational learning is the process of learning by watching the behaviors of others. The targeted behavior is watched, memorized, and then mimicked.
Also known as “shaping and modeling,” observational learning is most common in children as they imitate behaviors of adults.
While at times, we intentionally observe experts to learn new information, observational learning isn’t always intentional. Especially in young children.
A child may learn to swear or smoke cigarettes by watching adults. They are continually learning through observation, whether the target behavior is desirable or not.
What is a model?
A model is the person performing the task being imitated. In the example of a child learning to swear, the model is the parent that said the swear word. The child is using their parent as a model that they observe performing a behavior.
What makes a good model?
Humans don’t just imitate anyone. Most often, we mimic people that:
- Are similar to us
- Are in high-status positions
- Are experts or knowledgeable
- Are rewarded for their behaviors
- Provide us with nurturing (parents or guardian-figures)
Four Processes of Observational Learning
Canadian/American psychologist, Albert Bandura, was one of the first psychologists to recognize the phenomenon of observational learning. His theory, Social Learning Theory, stresses the importance of observation and modeling of behaviors, attitudes and emotional reactions of others.
He found that, as social animals, humans naturally gravitate toward observational learning. Children watch their family members and mimic their behaviors. Even infants, at just 3-weeks old, start imitating mouth movements and facial expressions of adults around them.
According to Bandura’s research, there are four processes that influence observational learning:
- Attention
- Retention
- Reproduction
- Motivation
Let’s take a look at each in more depth:
1. Attention
To learn, an observer must pay attention to something in the environment. They must notice the model and the behavior occurring. Attention levels can vary based on the characteristics of the model and environment – including the model’s degree of likeness, or the observer’s current mood.
In humans, it is likely the observer will pay attention to behaviors of models that are high-status, talented, intelligent, or similar to the observer in any way.
For example, if you want to become a VP at your company, it makes sense that you’d observe the current VP’s (or other renowned VP’s in your industry) and try to mimic their behavior.
2. Retention
Simple attention is not enough to learn a new behavior. An observer must also retain, or remember, the behavior at a later time.
To increase chances of retention, the observer must structure the information in an easy-to-remember format. Maybe they use a mnemonic device. Or form a daily learning habit.
The behavior must be easily remembered so the action can be performed with little or no effort.
Using our VP example above, let’s say the current VP is giving a company-wide presentation. You notice that they are calm, confident, engaging, and use eye contact. You make a list of these attributes and remember them for the next time you give a presentation.
3. Reproduction
The behavior is remembered. But can it be performed in real-life?
Reproduction is the process where the observer must be able to physically perform the behavior in the real-world. Easier said than done.
Often, producing a new behavior requires hours of practice to obtain the skills. You can’t just watch your VP give a brilliant company-wide presentation, then use only the observed tactics in your own presentation 20-minutes later. Those skills take years to craft and perfect.
Using our VP example again, you’ve observed and identified four skills that the current VP uses during presentations. To be able to perform these skills yourself, you need to deliberately practice these skills. Maybe you hold small team meetings to test your skills. Or you ask team members for feedback on your presenting skills. In a few months, you will have sharpened your presenting skills and may be ready to produce a behavior similar to the current VP.
4. Motivation
All learning requires some degree of personal motivation. For observational learning, the observer must be motivated to produce the desired behavior.
Sometimes this motivation is intrinsic to the observer. Other times, motivation can come in the form of external reinforcement – rewards and punishments.
Using our VP example again, the motivation is intrinsic. You understand that the path to becoming a VP at your company requires a certain skill set.
What does the science say?
Let’s take a look at some of the scientific research around observational learning.
1. Bobo Doll Experiment
Bandura’s classic Bobo Doll experiment showed that children would mimic violent behaviors, simply by observing others.
In the experiment, children were shown a video where a model would act aggressively toward an inflatable doll – hitting, punching, kicking, and verbally assaulting the doll. There were three different endings:
- The model was punished for their behavior
- The model was rewarded for their behavior
- There were no consequences
After watching the model, children were given a Bobo doll, identical to that in the video. Their behaviors were observed.
Researchers found that children were more likely to mimic violent behaviors when they observed the model receiving a reward, or when no consequences occurred. On the flip side – children that observed the model being punished for violence showed less actual violence toward the doll.
Image source: http://www.edpsycinteractive.org/
Examples of Observational Learning in action
Onboarding new employees
One of the most effective ways to onboard new employees is to encourage them observe seasoned team members in action.
For example, a new hire in a sales department might shadow an experienced salesperson during client calls. By observing how the expert handles objections, builds rapport, and closes deals, the new employee can learn key strategies and behaviors that are essential for success in their role.
Mastering SaaS tools via customer education
Companies often create video tutorials or host live webinars where experts demonstrate the use of complex software tools.
For example, if your company is rolling out a new CRM system, employees can watch top performers navigate the tool, customize workflows, and troubleshoot common issues. This allows learners to not only see the technical side of the tool but also observe problem-solving techniques that they might not get from a manual or lecture.
Learning to play a musical instrument
If you’re trying to learn a new instrument, like the guitar, one of the best ways to improve is by watching tutorials or performances by skilled musicians.
Through platforms like YouTube, you can observe hand positioning, strumming techniques, and even small nuances like how the musician uses their fingers to mute certain strings. By closely observing and mimicking these actions, you can improve your own skills much faster than through trial and error alone.
Improving sports performance
Whether you’re working on your tennis serve or perfecting your golf swing, observational learning can help you break down complex physical movements.
Watching slow-motion videos of professional athletes allows you to see the small, intricate movements that make a difference, such as the angle of the wrist or the way they shift their weight during a swing.
By studying and replicating these techniques, you can refine your own performance over time.
Frequently asked questions about Observational Learning
What is observational learning?
- Observational learning is the process of acquiring new behaviors or knowledge by watching others, without direct instruction or reinforcement.
Who developed the concept of observational learning?
- Albert Bandura, a Canadian psychologist, popularized the theory through his famous Bobo doll experiment, demonstrating how children learn aggression by watching adult models.
What are the four key processes of observational learning?
- The four processes are attention, retention, reproduction, and motivation. For learning to occur, the observer must pay attention, retain the information, be capable of reproducing the behavior, and be motivated to do so.
Can observational learning be applied in the workplace?
- Yes, it’s commonly used in corporate settings. For example, new employees can learn skills by observing more experienced colleagues during their daily tasks, presentations, or meetings.
Is observational learning effective for children only?
- No, observational learning is effective for all age groups. While children often learn through imitation, adults also use this method in settings like the workplace, sports, and learning new hobbies.
How does observational learning differ from other forms of learning?
- Unlike classical or operant conditioning, observational learning doesn’t require direct reinforcement. Instead, learners acquire behaviors by observing others, especially when models are rewarded for their actions.
What is the role of vicarious reinforcement in observational learning?
- Vicarious reinforcement occurs when individuals observe a model being rewarded for a behavior, which increases the likelihood that they will imitate that behavior themselves.
How is observational learning used in education?
- Teachers often use modeling to demonstrate problem-solving or social behaviors. By watching their teachers, students can replicate the desired actions in their learning or behavior.
Can observational learning lead to negative outcomes?
- Yes, just as positive behaviors can be learned, so can negative ones. Bandura’s Bobo doll experiment showed that children can imitate aggressive behaviors if they observe models being rewarded or not punished for such actions.
What factors influence the effectiveness of observational learning?
- Several factors impact how well an observer learns, including the model’s status or attractiveness, the observer’s similarity to the model, and whether the model is rewarded for their actions.
About the Author:
Andrew DeBell is a learning experience strategist and content developer on the customer education team at Atlassian. Connect with him on LinkedIn for more.
