The social learning approach to motivation focuses on the patterns of behaviour the individual learns in coping with environment. Within this viewpoint, individual differences in behaviour result from variations in the conditions of learning that the person encounters in the course of growing up.

Some behaviour patterns are learned through direct experience; the individual behaves in a certain manner and is rewarded or punished. But responses can also be acquired without direct reinforcement. Social learning theorists, reinforcement is not necessary for learning, although it may facilitate learning by focusing attention. Much of human learning is observational or vicarious.