Self-efficacy: Toward a unifying theory of behavioral change

Key finding

People's expectations that they can successfully perform a behavior determine whether they try, how hard they work and how long they persist. These efficacy beliefs are built mainly through actual successful performance, and also through watching others, verbal persuasion and emotional arousal.

Why it matters

Underpins the idea that people act securely when they believe they can, and that mastery experiences (e.g., successful reports) build that belief more than warnings do.

Informs

• Builds confidence, not fear, in awareness messages supports

Cite

Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191-215. https://doi.org/10.1037/0033-295X.84.2.191