Learning

Observational learning is a method often favoured by marketers in which an individual is able to observe the actions of others and copy these based on the positive reinforcements the others receive. For example, if a teenager sees a friend receiving compliments based on an expensive jacket that they’re wearing, this person will be much more inclined to purchase a item of clothing similar to the one they can see.

While this process can be quite deliberate, it usually contains low-involvement thinking and can often be subconscious. As the name implies, it is a learning process based on the observation of what others around are doing.

Canadian Club have been using this process of learning through their advertisements for several years. Below, is one of their most recent ads:

As you can see, this ad shows the preconceived notions of beer and why people drink it “Because my (Dad, friend, etc) drinks it. The strong underlying tones of following peers and adapting to their tastes is a strong theme. The introduction of the fresh and tasty Canadian Club is a welcome presence for those who want to go their own way. After the initial first drink was poured, others in the pub were able to move to this new drink, seeing the positive outcome that the drink has brought.

Observational learning can be adopted as a successful marketing technique when used in the correct context, as seen in the instance of Canadian Club, offering a fresh alternative to beer.