QUESTION 3 (25 marks)
Learning is a process where experience brings about permanent changes in behaviour or attitude.
a. Use examples to explain the behaviourist model of conditioning. (10 marks)
b. Develop one cognitive theory of the learning process and comment on how it might assist the manager to change attitude.
a. The behaviourist model of conditioning focuses on how learning occurs through the association of stimuli and responses. Two main forms of conditioning in this model are classical conditioning and operant conditioning.
1. Classical conditioning: This type of conditioning involves the association of an unconditioned stimulus (UCS) with a neutral stimulus (NS) to evoke a conditioned response (CR). For example, Pavlov's experiments with dogs demonstrated classical conditioning. Initially, the sound of a bell (NS) did not elicit any response from the dogs. However, when the bell was consistently paired with the presentation of food (UCS), the dogs started to salivate (CR) in response to the bell alone.
2. Operant conditioning: This type of conditioning involves the association of voluntary behaviors with consequences, shaping the behavior over time. For example, if an employee consistently meets their sales targets, they may receive a commission (positive reinforcement) or praise from their manager (positive reinforcement). This positive reinforcement increases the likelihood of the employee engaging in sales behaviors in the future. On the other hand, if the same employee frequently arrives late to work, they may receive a warning or a reduction in pay (negative consequences), which decreases the likelihood of them being late in the future.
b. One cognitive theory of the learning process is the social cognitive theory, proposed by Albert Bandura. This theory emphasizes the role of observation, imitation, and self-efficacy beliefs in learning and changing attitudes.
According to Bandura, individuals learn by observing others' behaviors and the consequences they experience. They also consider the perceived self-efficacy or belief in their ability to perform a behavior. If a manager wants to change an employee's attitude, they can utilize the social cognitive theory by following these steps:
1. Provide role models: The manager can identify individuals who possess the desired attitude and display it consistently. By observing these role models, the employee can learn and imitate their behavior.
2. Offer opportunities for observational learning: The manager can provide opportunities for the employee to observe others who already possess the desired attitude. This can be done through shadowing or assigning the employee to work closely with someone who exhibits the desired attitude.
3. Build self-efficacy: The manager can assist the employee in developing self-efficacy beliefs by providing positive feedback and reinforcement when the employee displays the desired attitude or behaviors. This encouragement helps increase their confidence in being able to adopt and maintain the desired attitude.
4. Reinforce positive behavior: The manager should ensure that desired attitudes and behaviors are rewarded and reinforced, while also providing constructive feedback when necessary. This process helps strengthen and consolidate the newly adopted attitude.
By applying the social cognitive theory, the manager can effectively promote positive attitude change in employees by providing suitable role models, facilitating observational learning, building self-efficacy, and reinforcing desired behavior.