This relates to how well the model demonstrates the behaviour and is influenced by their rapport with the learner. The attention of the learner is also key, including their cognitive ability to process the information that is being presented to them.

This relates to remembering the modelled behaviour. Retention is maximised when the observed behaviour is first reviewed, then rehearsed before carrying it out in a real world situation.

This relates to the learner’s capacity to carry out and evaluate their performance of the observed behaviour.

This is influenced by how valued the learner judges the observed behaviour to be in terms of an associated reward.