fei75766_ch17_534-568.indd 551  02/24/20 10:49 AM
Chapter 17    Bandura: Social Cognitive Theory551
anticipatory estimation ofwhatisrequired toreach thegoals” (p.63).Thenotion that
people seekastateofdisequilibrium issimilar toGordon Allport’s belief thatpeople are
motivated atleastasmuch tocreate tension astoreduce it(seeChapter 12).
What processes contribute tothisself-regulation? First, people possess limited 
ability tomanipulate theexternal factors thatfeedintothereciprocal interactive para-
digm. Second, people arecapable ofmonitoring theirownbehavior andevaluating it
interms ofbothproximate anddistant goals. Behavior, then, stems from areciprocal 
influence ofbothexternal andinternal factors. 
External Factors in Self-Regulation
External factors affect self-regulation inatleasttwoways. First, theyprovide uswitha
standard forevaluating ourownbehavior. Standards donotstemsolely from internal 
forces. Environmental factors, interacting withpersonal influences, shape individual 
standards forevaluation. Byprecept, welearn from parents andteachers thevalue 
ofhonest andfriendly behavior; bydirect experience, welearn toplace more value 
onbeing warm anddrythanonbeing coldandwet;andthrough observing others, 
weevolve amultitude ofstandards forevaluating self-performance. Ineachofthese 
examples, personal factors affect which standards wewilllearn, butenvironmental 
forces alsoplayarole.
Second, external factors influence self-regulation byproviding themeans for
reinforcement. Intrinsic rewards arenotalways sufficient; wealsoneed incentives 
thatemanate from external factors. Anartist, forexample, mayrequire more rein-
forcement thanself-satisfaction tocomplete alarge mural. Environmental support in
theform ofamonetary retainer orpraise andencouragement from others mayalso
benecessary.
Theincentives tocomplete alengthy project usually come from theenviron -
ment andoften taketheform ofsmall rewards contingent upon thecompletion of
subgoals. Theartist mayenjoy acupofcoffee afterhaving painted thehand ofone
ofthesubjects orbreak forlunch afterfinishing another small section ofthemural. 
However, self-reward forinadequate performance islikely toresult inenvironmental 
sanctions. Friends maycriticize ormock theartist’s work, patrons maywithdraw 
financial support, ortheartist maybeself-critical. When performance doesnotmeet 
self-standards, wetendtowithhold rewards from ourselves.
Internal Factors in Self-Regulation
External factors interact withinternal orpersonal factors inself-regulation. Bandura 
(1986, 1996) recognizes three internal requirements intheongoing exercise ofself-
influence: (1)self-observation, (2)judgmental processes, and(3)self-reaction.
Self-Observation 
Thefirstinternal factor inself-regulation isself-observation ofperformance. Wemust 
beabletomonitor ourownperformance, eventhough theattention wegivetoitneed 
notbecomplete orevenaccurate. Weattend selectively tosome aspects ofourbehav -
iorandignore others altogether. What weobserve depends oninterests andother Final PDF to printer