Stimulus Generalisation:
The associations and feelings that consumers have learned or transferred to the brand in classical and operant conditioning, also tend to be transferred to other products that are similar. This is a process called stimulus generalization. This means that a brand image, positive or negative feelings associated with the brand called Moo Moo Milk will “rub-off “ onto or transfer to other products or brands that are resemble it. Marketers use stimulus generalization in the following ways. When marketers create product line extensions, they often use a family branding strategy where the new products carry the established brand name so that consumers’ positive feelings about the original brand will transfer to the new products in the product line extension. Example: Vinamilk Eating Yogurt, Vinamilk Drinking Yoghurt and Vinamilk Flavoured Milk. Sometimes, new products from new companies use stimulus generalization to help attract attention to their products. Example: Moo Moo Milk imitates Vinamilk in their advertising and packaging. However, Moo Moo Milk also makes sure that their products are slightly different so that consumers will distinguish the differences between Vinamilk and Moo Moo Milk. .
Stimulus Discrimination:
Stimulus discrimination is the ability of the consumer to detect differences in levels of a stimuli. Consumers who have experience in a product category are able to notice small differences between the features of many brands. Also, marketers want consumers to distinguish their brand from competitor brands. For example: it is important that consumers are able to distinguish between my brand’s shape of packaging, and it’s differences in taste or price.
Just-Noticeable Difference:
For any of our sensory dimensions (smell, sight, hearing etc), just-noticeable difference is the amount of change that humans can detect. Anything less than the just-noticeable difference is not noticed. Example: I ask you to turn the music up. If you make a small adjustment to the volume, then I will not notice any difference. If you increase the volume again, then I will notice it. This volume is the just-noticeable difference. Any volume less than that, I did not notice. Marketers use just–noticeable difference in the following ways. I decide to increase the price for my product. I want the price increase to be under the just-noticeable-difference so that consumers do not notice the price increase. On the other hand, I have decided to increase the size of the package and keep the price the same so that consumers will think my product offers better value for their money. I will need to increase the size to the just-noticeable-difference so that consumers will notice the change in size. If I increase it too much, then I am wasting my money.
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