Observational learning of attitudes: A behavioral analysis

Analyzes observational learning of attitudes within the classical conditioning paradigm after reviewing the relevant theoretical formulations and empirical evidence. In this analysis an attitude is conceived of as a habit between an attitudinal stimulus and an attitudinal response, the attitudinal response being an internal emotional response. Thus vicarious emotional arousal is the basis of observational learning of attitudes. A model's positive or negative emotional behavior should normally lead to an arousal of a similar emotion in an observer because of the latter's conditioning history. Given that the model's emotional behavior is in the context of a particular stimulus situation, this stimulus situation should be able to elicit the relevant emotion in the observer through higher-order conditioning. Thus the specific stimulus situation, or another similar stimulus situation, comes to be a positive or negative attitudinal object for the observer, depending on the nature of the model's emotional response.