Question

Using the same brand name for different products is an application of which concept from behavioral learning theory?

a) Selective Comprehension
b) Stimulus Generalization
c) Selective Retention
d) Stimulus Discrimination

Answer 1

Using the same brand name for different products is an application of stimuli generalization, where consumers respond to a new product similarly to how they responded to the original product due to brand association.

Step-by-step explanation:

The concept from behavioral learning theory where the same brand name is used for different products is an application of stimulus generalization. This occurs when an organism responds to new stimuli that are similar to the original conditioned stimulus. For example, if a consumer has a positive experience with one product from a brand, using the same brand name on another product can evoke a similar positive response due to the association with the original product.

In contrast, stimulus discrimination is when an organism learns to differentiate between similar stimuli and respond only to the conditioned stimulus. Brands that want to differentiate their products would employ stimulus discrimination to ensure consumers perceive each product as unique.

Therefore, using the same brand name across multiple products leverages stimulus generalization to create an overall brand loyalty and preference, assuming the consumer's experiences with the brand are consistently positive.