“…The matching response must be directly reinforced, at least occasionally; if not, the matching response will extinguish. These studies support the hypothesis that the role of historical and contextual variables must be included Nevertheless, there is well-established contradictory evidence that vicarious reinforcement can lead to response increases (Arenson, 1976;Bandura, 1965;Bandura, Ross & Ross, 1963;Dubner, 1973;Levy, McClinton, Rabinowitz & Wolkin, 1974;Rice, 1976;Walters, Parke & Cane, 1965 (Arenson, 1976;Bandura, 1965;Bandura, Ross & Ross, 1963;Dubner, 1973;Levy, McClinton, Rabinowitz & Wolkin, 1974;Rice, 1976;Walters, Parke & Cane, 1965). The subjects in these studies first observed modeled contingencies, then were tested for imitation.…”