SHAMPOO MINI CASE: Shimmer is a well-known brand of shampoo that is recognized as being endorsed by the hair dressers of Hollywood stars. Consumers who are highly attuned to social risks associated with personal beauty products perceive that Shimmer shampoo is a high quality shampoo formulation that won't damage hair and renders hair easy to manage and style. The company has recently come out with a line of conditioners under the Shimmer brand name in the hope that consumers will carry their perceptions of Shimmer shampoo over to the new line of conditioners.
-In the SHAMPOO MINI CASE, Shimmer's reputation for being endorsed by the hair dressers of Hollywood stars is the brand's ________.
A) conditioned stimulus
B) conditioned response
C) unconditioned stimulus
D) unconditioned response
E) cognitive associative learning

Question

Quizplus · Accepted Answer

The endorsement by hairdressers of Hollywood stars serves as an unconditioned stimulus because it naturally (without prior learning) leads to the perception of high quality and effectiveness of the shampoo, influencing consumer behavior positively towards the brand.

SHAMPOO MINI CASE: Shimmer Is a Well-Known Brand of Shampoo