Vicarious learning is a term used to describe learning by observing another. Vicarious is defined as received in place of another and learning as the act or process of acquiring knowledge or skill. Mentoring is an example of vicarious learning. Most people will tend to mirror the behaviour of another when they see it resulting in positive consequences.
What does vicarious learning have to do with performance predictors?
Testimonials, case studies, success statistics, before & after demonstrations, celebrity endorsements and prominent client lists are powerful performance predictors and they all have an element of vicarious learning. For example, testimonials outlining the positive results achieved by the customer are typically viewed by prospective customers with aspirations for similar success. What's more, they learn what the customer did to achieve the results (for example, engage the service provider that helped to achieve the described outcome) and follow suit.
The skill required by a marketer is to move this vicarious learning into action. Without action, the prospective customer will 'live through the other person' forever and not take any action for themself.
As humans we often think, "If they did it, may be I can to". That's why little boys have been wearing capes and jumping off fences for decades!
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