The Power of Observational Learning

Many times, people don’t act on climate related issues because they believe that changing their individual behavior won’t have a meaningful impact.  This type of thinking under-estimates the power of your actions.  There are two positive outcomes that result from changing your behavior. 

First, you are reducing your footprint by choosing to mitigate rather than amplify climate change.  That’s just a fact.  Every sustainable action you execute today will contribute to a better tomorrow.  Don’t under-estimate the power of your actions – no matter how small they may seem.

Second, you are providing a model to others and creating an opportunity for your behavior to be imitated.   

Imitation is a critical skill that is learned early on in human development.  Around 8 months of age, children begin imitating sounds and actions of those around them.  As development continues, so does the complexity of the imitations.  Eventually the higher order skill of observational learning emerges.  Observational learning is detecting another person’s behavior and its consequences, and then using that information to determine whether or not to imitate that behavior.

Imitation and observational learning are powerful behavioral processes.  They account for the ability of humans to learn countless new skills. 

Numerous studies have shown that humans are more likely to engage in behaviors if they see others engaging in the same action.  This has also been replicated with sustainable behaviors.  Aronson and O’Leary (1983-83) demonstrated that participants were 49% more likely to engage in a shower routine promoting water conservation after observing a confederate engage in the target behavior.

Humans are social creatures.  We are constantly influenced by the actions of those around us.  Engaging in sustainable behaviors encourages those around you to do the same.  

Try this quick exercise to better understand how powerful your actions can be.  Imagine you are at a coffee shop and its your first time bringing a reusable mug.  You may be a little nervous because you are unsure of the protocol at this store.  There may be a number of questions you are asking yourself, like - will they accept it, does the size of the mug matter, am I doing this right, etc.? You then dive into the interaction, hoping for the best.

Now let’s say it’s the same scenario except the customer in front of you brought a reusable cup. As the observer, you now have the opportunity to watch the sequence of events unfold.  In doing so, it alleviates any internal questions you may have, and increases your confidence.  

Another bonus is that you are creating an opportunity for social reinforcement (e.g., looks of approval, positive statements).  This increases the likelihood of the behavior being emitted again AND contributes to creating cultural contingencies that support and maintain sustainable behaviors.  This is how small actions done collectively will create the societal changes we are seeking.

So next time you find yourself feeling defeated in the fight for a sustainable future, remember how powerful your individual actions can be to those around you.  You never know who you are inspiring to act.

Reference

Aronson, E., & O’Leary, M. (1982-83). “The relative effectiveness of models and prompts on energy conservation: A field experiment in a shower room.” Journal of Environmental Systems, 12, 219-224.