Sometimes I find it funny how we can become so strictly encouraging or disencouraging of a specific product depending on our past experience with that product. The media can try all they want to promote the product but one single bad experience is all we (consumers) need to cross it out of our shopping cart and possibly of our close ones’. I think the idea of social learning lets me understand the impact of this videoclip by explaining how sensible we can be towards a product based on our experience with it.
Social learning can be thought of as the knowledge gained based on our level of satisfaction with a product, with which we make our shopping decisions. And, like previously stated, it can end up working as a ripple effect in which we either promote that product among our friends and family or we make sure they don’t ever purchase it. So it (this knowledge that consumers gain) is definitely a delicate tool that companies can have working for them or against them.
In the attached video clip we can see how a flight attendant is filing her nails while people in the Low Fair Class, labeled “No Class,” are trying to call her to get some help. She, mischievously, laughs at the passenger’s attempt and keeps filing her nails. At the end of the ad there is a message reading: “Are you also tired of poor service? We take care of you wherever you are seated.” So, with the use of social learning, people can feel identified with the ad based on their own experience. If they, in fact, have received bad service in a specific airline, they will perhaps listen to what this one has to say.
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