Types of Vicarious Learning in Marketing Communication - Response Facilitation
3 important questions on Types of Vicarious Learning in Marketing Communication - Response Facilitation
What is Response Facilitation?
Stimulating behaviour that consumers already know. Focus lies on the consequences making its occurrence more likely. Because you show behaviour AND consequences, and the behaviour is not new - focus lies with positive consequences.
What does Response Facilitation strengthen?
It strengthens the idea that behaviour is good for you. Because the focus is on the positive consequences.
What are the different positive consequences that can be a consequence of Response Facilitation?
These are in line with Wells (2014):
- Utilitarian/technical and functional;
- Social/symbolic/emotional.
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