Stimulus generalization in classical conditioning: An initial investigation and extension

Author(s): Priluck, R. L.

Journal/Book: Psychol Market. 2000; 17: 605 Third Ave, New York, NY 10158-0012, USA. John Wiley & Sons Inc. 55-72.

Abstract: 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.

Note: Article Till BD, St Louis Univ, Sch Business, 3674 Lindell Blvd, St Louis,MO 63108 USA

Keyword(s): BRAND EXTENSIONS; CONTINGENCY AWARENESS; ATTITUDES; MUSIC; CONTEXT

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