BU432 Chapter Notes - Chapter 3: Classical Conditioning, Learning, Reinforcement
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If a celebrity is tied to a luxury brand but the celebrity starts acting off: stimulus generalization tendency of similar stimuli to a cs to evoke conditioned responses, ex. Consumers rate similar packaging of a product to being similar to the original: many private labels (ex. Walmart"s equate) copy other brands because they want consumers to think they share similar characteristics: stimulus discrimination when a similar stimulus to a cs is not followed by a. Ucs: reactions are weakened and will disappear, manufacturers encourage consumers to discriminate by telling them not to buy cheap imitations because results won"t be the same, masked branding: deliberately hiding a product"s true origin ex. Presenting a soft drink, and then the jingle: applications of stimulus generalization, capitalizes on consumers" positive associations with an existing brand or company name, family branding products capitalizing on reputation of a company name (ex. Campbell relies on their positive corporate image to sell different product lines0: product-line extensions ex.
