Stimulus generalization in classical conditioning: An initial investigation and extension
✍ Scribed by Brian D. Till; Randi Lynn Priluck
- Publisher
- John Wiley and Sons
- Year
- 2000
- Tongue
- English
- Weight
- 71 KB
- Volume
- 17
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
Conditioning as a mechanism for attitude change has received much attention over the past 10 years. This research examines stimulus generalization, the extent to which a response conditioned to one stimulus transfers to similar stimuli. Stimulus generalization relates to both brand extension and private-label imitations of national brands. Two studies collectively provide evidence that attitudes which are conditioned to a particular brand can be transferred to a product with a similar name in the same category, as well as a product with the same name in a different category. Study Two suggests that stimulus generalization effects may be relatively transitory. ᭧ 2000 John Wiley & Sons, Inc.
Advertisers use classical conditioning techniques when they pair brands with pleasant images to evoke favorable responses or to attach meanings to brands. For example, Snuggles brand of fabric softener uses a teddy bear so that consumers will have positive feelings toward the brand and believe that the product makes clothing soft. Researchers have begun to examine classical conditioning in more depth. One aspect