Learning can be defined as a relatively permanent change in behavior caused by the person experience (Soloman et al. 2018). In here we can see that most of the marketers are trying up with a lot of techniques and strategics to promote and influence their customer behavior and perception.
From the diagram above we can see that there are four models of learning. Based on these four model, Coach have a observational learning in other words is call modeling. Observational learning can be defined an learning occur when people watch the actions of others and note the reinforcement they received for their behavior (Solomon et al. 2018).
Based on the figure above, it show that how a modelling will be perform by a consumer.However, there are conditions that need to be met in order to achieve these process :
- Consumer’s attention must be drawn to a desirable model.
- Consumer must remember what is said and done by model.
- Consumer must convert the information into actions
- Consumer must be motivated to perform these actions.
From these modelling, we can see that Coach have try to use modelling to change how people view their brand. This is due to Coach have been using Selena Gomez which is a celebrities that have the most followers in Instagram in the world to be their brand ambassador.
With this it have make her fans to imitate the action that Selena Gomez have done. Because with imitate, people will think that it will bring them a positive reinforcement for using the product. Which we can see from the photo shown above, people might think that with using Coach bag they will have the elegant look just like Selena Gomez.
Reference
Solomon, M., Russell-Bennett, R. and Previte, J. (2018). Consumer behaviour: buying, having, being. 4th ed. Melbourne: Pearson Australia.
Mark 217 Consumer Behaviour 