A social learning model of pain perception and tolerance was evaluated. Responses to cold-pressor pain were examined in 4 groups of 20 Ss each. One group was given instruction in cognitive coping strategies, the 2nd was given a monetary incentive contingent on tolerance time, the 3rd was given both cognitive training and monetary reinforcement, and a no-treatment control group was given neither. Incentive and coping instructions significantly increased tolerance but did not alter pain perception. A path analysis indicated that pain tolerance was affected by self-efficacy, which in turn was predicted by pain expectancy and the provision of incentives. Incentive also had an impact on tolerance that was independent of self-efficacy. Pain perception was strongly affected by pain expectancy, but was unrelated to self-efficacy.