In Social Learning Theory/Social Cognitive Theory behavior change is affected by environmental influences, personal factors, and attributes of the behavior itself.  Most importantly, a person must believe in his or her capability to perform the behavior (self-efficacy) as well as perceive an incentive to do so (positive expectations outweigh negative).  The immediate or long-term benefits must be valued.  Self-Efficacy can be increased by providing the following environment:

1. mastery experience 
2. clear instructions
3. skill development
4. modeling desired behavior

Key Concepts: Reciprocal determinism, behavioral capability, self-efficacy, outcome expectations, observational learning, reinforcement, modeling.

Key Authors:  Bandura, 1977, 1986