Question 9 – Stimulus generalisation and instrumental conditioning

How can the company use stimulus generalisation to market these products?
Stimulus generalization is the tendency to respond to stimuli that are similar to the original conditioned stimuli.

Gillette can capitalise on consumers ability to generalise favourable brand associations from one product to another.

For example, by using the family brand, Gillette, on all packaging, Gillette can get consumers to respond to the new products in the same way they do for Gillette’s original products e.g. purchase them.

Is instrumental conditioning applicable to this marketing situation?
Yes, absolutely.

Instrumental conditioning suggests that learning occurs through trial and error, so once consumers have applied stimulus generalisation and purchased the product, a positive experience of the product will help to develop a learned behaviour that encourages continued repeat purchase.

Instrumental conditioning applications = customer satisfaction (reinforcement), relationship marketing (non product reinforcement), reinforcement schedules (rewards) and shaping (preliminary reinforcements) i.e. loss leaders.

Discuss classical conditioning…

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