Social cognitive theory
In 1941, a book by Neal E. Miller and John Dollard had a new version of Holt's theory.  They said four things affect learning: drives, cues, responses, and rewards.  One driver is social motivation, It  includes imitativeness, the process of matching an action to a cue of where and when to perform the action.  If a behavior is imitated depends on if the person doing it gets a positive or negative response. Miller and  Dollard said that if a person were motivated to learn a particular behavior, then that  behavior would be learned through watching. By imitating these actions a person would learned the action and would be rewarded with positive reinforcement.