OIL CHANGE MINI CASE: Mr. Greasy is a national car care chain that specializes in providing routine services like oil changes and safety inspections. It advertises nationally, particularly around Memorial Day, Independence Day, and Labor Day, when it runs an advertising blitz to encourage drivers to bring their cars in for a check up before holiday road trips. Mr. Greasy's advertisements emphasize the importance of changing a car's oil regularly in order to prevent costly engine failure. Its stores are recognizable from the road by their gray and yellow color schemes. To encourage brand loyalty, Mr. Greasy offers customers reward cards that customers get stamped every time they get an oil change, and can receive the sixth oil change free after the purchase of the first five. Fast Oil, a North Carolina chain that offers the same kind of services, paints its stores black and yellow in an effort to appear like Mr. Greasy stores and benefit from Mr. Greasy's extensive advertising. Thus many customers have developed positive perceptions of Mr. Greasy, note Fast Oil's store color, and mistake Fast Oil stores for Mr. Greasy stores.
-In the OIL CHANGE MINI CASE, Fast Oil is relying on ________ to draw consumers to its stores based on its color scheme.
A) stimulus generalization
B) family branding
C) product differentiation
D) stimulus discrimination
E) licensing

Question

Quizplus · Accepted Answer

Fast Oil is relying on stimulus generalization by using a similar color scheme to Mr. Greasy's, causing consumers to associate Fast Oil with the positive perceptions they have of Mr. Greasy. This strategy leverages the consumers' tendency to respond similarly to visually similar stimuli.