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Unit 9: Learning, Attitudes and Values

2. Retention Process: A model's influence depends on how well the individual can remember Notes
or retain in memory the behaviour/action displayed by him when the model is no longer
readily available.
3. Motor Reproduction Process: Now, the individual needs to convert the model's action
into his action. This process evinces how well an individual can perform the modelled
action.
4. Reinforcement Process: Individuals become motivated to display the modelled action if
incentive and rewards are provided to them.
In addition to observing others as role models, human beings have the capacity of self-regulation.
By simply thinking about their behaviour, they can change their behaviours towards betterment
and in accordance with the norms of social and organisational living.
Central to Bundura's social learning theory is the notion of self-efficacy. Self-efficacy is an
individual's belief and expectancies about his or her ability to accomplish a specific task
effectively. Individuals with high self-efficacy believe that they have the ability to get things
done, that they are capable of putting forth the effort to accomplish the task, and that they can
overcome any obstacles to their success. People with hig self-efficacy are more effective at
learning than are those with low levels of self-efficacy. According to Bandura, self-efficacy
expectations may be enhanced through four means as follows:
1. Performance accomplishments (just do it!)
2. Vicarious experiences (watch someone else do it)
3. Verbal persuasion (be convinced by someone else to do it) or

4. Emotional arousal (get excited about doing it)

Task Explain a recent mistake. What did you learn from it and in what areas can you
utilize that knowledge in the future?

9.5 Reinforcement

Behavioral science is a very complex area itself. Therefore is not surprising that there are
numerous specialists within it. Each specialist is concerned with some aspect of interpersonal
relationships. Consequently with some aspect of interpersonal relationships. Consequently at
training they usually to not teach the same body of knowledge, rather than approach the matter
quite differently.

Several Behaviorists proposed different training techniques for human recourses development.
Disturbed by the assumptions of behaviorists concerning motivation. And yet retaining some
of their insights Luthans has proposed that the designates as organisation behavior modification.
The differences are described thus, a motivational approach to organisational approach to
organisational behavior infers that the practicing manager should attempt to define and
manipulate such vague internal sates as desire. Satisfaction and attitude. Under the Organisation
modification approach, the manager determines the organisational goals he wants participant
behavior to accomplish the organisation stimuli available to control the behavior and the types
and schedules of reinforcement that can be applied to the consequent behavior.
Behavior modification is also called as operate conditioning and positive reinforcement. It is
based on learning theory and directed towards changing individual behavior rather then that of
group of total organisation. The desired behavior of individual can be reinforced by incentives

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