Although Bandura’s original writings on social learning theory did not address the issue of sexuality (e. g., Bandura, 1977; Bandura & Walters, 1963), Mischel (1966) applied principles of social learning theory to understanding gender roles and gender differences in behavior.
According to Mischel, gender differences are shaped by positive reinforcements for gender-role-consistent behavior, whereas role-inconsistent behavior is ignored or perhaps even punished and thereby becomes less frequent. At the same time, according to the theory, children imitate same — gender adults more than other-gender adults, so that the gender-role behavior of the previous generation perpetuates itself in the next generation. The media and other sources present additional models for imitation.
What predictions does social learning theory make for gender differences in sexuality? To the extent that the double standard is in force (Sprecher, McKinney, & Orbuch, 1987), substantial gender differences in attitudes and behaviors can be expected. In social learning terms, the double standard means that women are punished for sexual activities such as having numerous partners or engaging in casual sex, whereas men are less likely to be punished, or perhaps are positively reinforced (through admiration or increased social status), for such behaviors. Therefore, social learning theory predicts a lower average number of sexual partners for women than for men. It also predicts that women will hold more negative
attitudes about casual sex than men. Finally, there will be a gender difference in sexual permissiveness: Women will be less permissive than men.
To what extent can social learning theory account for racial and ethnic group variations in patterns of gender differences in sexuality? On the superficial level, it can explain these variations in terms of differing patterns of reinforcements and punishments in different ethnic groups. If, for example, women with multiple sex partners are viewed considerably more negatively in Group X than in Group Y, women and girls living in Group X receive, or anticipate receiving, stronger punishments for having multiple partners than women living in Group Y. Assuming that norms for men are the same in both groups, Group X will evidence larger gender differences in the number of sexual partners than Group Y. This analysis, however, begs the question of why reinforcement contingencies are different in Groups X and Y.