One of the most basic objectives of the social cognitive theory is to provide a model for how human beings learn. According to the original theorists of social cognitive theory (N.E. Miller, J. Dollard and Albert Bandura), humans learn most effectively through observing others. This process of observing others and modeling one's behavior according to the actions of others is termed "modeling."
Once a model for human learning is developed, then the theory aids education theorists and researchers in creating effective learning strategies. When the process of human learning is better understood, then curriculum can be tailored to meet student's needs. In addition, such factors as environment and mentors (those whose behavior is modeled) can also be altered. Social cognitive theory also acknowledges the effect that personal factors (biological and cognitive characteristics) have on the learning process.
Marketers can also use the social cognitive theory to shape consumer behavior and desire. Part of Bandura's reasoning was that human beings need to believe that their behavior can change in order for them to take another course of action. This concept is called "self efficacy." In this regard, marketing strategists may aim to encourage consumers to change their behavior by reminding them that it is within their capability to do so.
Another objective of the social cognitive theory is behavior modification for the purposes of maintaining a healthy lifestyle. Health counselors may use the theory to encourage their patients to eat healthier or to become drug or alcohol free. The more patients believe in their own self-efficacy to quit smoking or drinking alcohol, for example, the more likely they are to modify their behavior. In this sense, a mentor who is drug or alcohol free may be a model of healthy living.