What social learning theory has to offer alcoholics

What is the social learning theory?

The social learning theory emerged as a response to gaps in the traditional behaviourist view of psychology. In the mid-20th century, behaviourists like B.F. Skinner were focused on the idea that behaviour is shaped through direct rewards and punishments. But Albert Bandura, a Canadian-American psychologist, believed this was only part of the picture.

In the late 1970s, Bandura proposed something different: that people learn not just through what happens to them but also through watching others. His theory of social learning added a vital cognitive layer, acknowledging that our thoughts, attention and memory influence what we learn and whether we choose to imitate it. This made room for a much more nuanced understanding of human behaviour, including habits we pick up without even realising it.

Bandura’s work has since become foundational in psychology, influencing everything from education to media studies and, as we’ll explore, addiction recovery.

The core aspects of social learning theory

Learning through observation

At the heart of social learning theory is the idea that we don’t need to experience something directly to learn from it. By watching others, we can absorb new behaviours, reactions and social cues. This process is known as observational learning.

For example, a child might learn how to behave at a dinner table by watching how their parents eat, talk and interact. They’re not being told what to do or punished for missteps; they’re simply absorbing patterns through exposure.

The role of modelling

Modelling is another core element. This refers to the process of imitating or copying someone else’s behaviour. The person being observed is known as the “model.” We’re more likely to mimic models who seem relatable, powerful or admirable. That’s why peer influence can be so strong during teenage years or why media figures can shape how people act or view themselves.

Models can demonstrate both positive and negative behaviours. And once a behaviour is modelled, if we see it being rewarded, we’re even more likely to copy it ourselves.

Vicarious reinforcement

This brings us to vicarious reinforcement, the idea that we learn from observing others and witnessing the consequences of their actions. If someone is praised or rewarded for something, we might be more inclined to repeat that behaviour ourselves, even if we haven’t tried it yet.

Conversely, seeing someone punished for an action can teach us to avoid it. All of this takes place without direct experience, making social learning powerful and, at times, deeply subconscious.

Reciprocal determinism

Finally, Bandura introduced the concept of reciprocal determinism, the idea that personal factors (like beliefs or emotions), the environment and behaviour all interact with and influence each other. In other words, we are both shaped by and shapers of the world around us. Our surroundings influence our actions, which in turn shape our environments, creating a feedback loop that can either reinforce or challenge what we’ve learned.

Can the social learning theory be used to explain alcoholism?

It’s easy to overlook how psychological theories apply to real-life struggles. Many can seem too abstract or academic to be helpful, but they often offer powerful insights when we dig deeper. That’s exactly the case with social learning theory and alcoholism.

At first glance, alcoholism might appear to be purely a matter of chemical dependency or personal willpower. But if we zoom out, we often find a trail of learned behaviour stretching back years and sometimes even decades. This is where Bandura’s theory becomes especially relevant.

Introducing the Bobo Doll Experiment

One of the most famous illustrations of social learning theory came from Bandura’s Bobo Doll Experiment. In this study, children were shown a video of an adult aggressively hitting and shouting at a large inflatable clown doll named Bobo. Later, the children were taken into a room with a similar doll and many of them imitated the aggressive behaviour they had just seen, some even inventing new forms of attack.

The experiment proved that behaviour doesn’t need to be rewarded to be copied. The children had observed the model, remembered the actions and repeated them, showing that learning can happen entirely through observation.

How does this connect to alcohol use?

The link between the Bobo experiment and alcohol misuse may not seem obvious at first but it’s stronger than it looks.

Imagine a child growing up in a home where one or both parents rely on alcohol to wind down after work, cope with arguments or celebrate special occasions. Even if no one tells the child to drink, they’re observing a pattern. Over time, they may come to associate alcohol with stress relief, fun or daily routine.

Similarly, if a teenager sees their peer group drink at parties and gets praised for being the life of the night, that behaviour becomes associated with popularity and social reward. This is vicarious reinforcement in action, just like in the Bobo Doll study, where the model didn’t need to be punished or rewarded for the child to internalise the behaviour.

The same concept can apply to people later in life. TV shows, movies and even social media often present alcohol as a coping mechanism or a symbol of success. These subtle cues can shape beliefs and habits, all through observational learning.

In this way, alcoholism can be seen not only as a physical or psychological condition but also as a socially learned behaviour..

How can the social learning theory be helpful for alcoholics in recovery?

Once we recognise that drinking patterns may have been learned through observation, it opens the door to change. If something was learned, it can be unlearned or more accurately, replaced with something healthier.

How can I get help for alcohol addiction?

If alcohol has gradually taken hold of your life or someone close to you, you’re not alone, and there is a way forward.

At UKAT, we understand how drinking habits can take root, often shaped by past experiences or the people around us. But what’s been learned can be unlearned and recovery is always within reach.

Our team offers expert support in a caring, judgement-free environment where lasting change feels possible. Whether you’re at a crossroads or simply ready to talk, we’re here to help you take that next step towards clarity and a healthier future.