In this theory, a person who observes others using drugs will be more likely to become addicted to them. When we observe addictive behaviors such as alcohol or drug use, we as humans may want to copy their actions (Horvath, Misra, Epner, & Morgan Cooper, 2015). With this theory, psychological and sociological effects come into play, with reinforcement and punishment, or operant conditioning. An example given by Mosher and Akins is: someone who smokes marijuana can be reinforced by their friends even though the effects of the drug are negative