Attitudes are formed by learning. In terms of classical conditioning, Oil of Olay, the well-established brand, was using the brand strength as the unconditioned stimulus to introduce Oil of Olay body wash. The unconditioned stimulus was used to link the new brand to the established name, resulting in a favourable attitude. The company is hoping for _____ from the brand name to the new product.
A) stimulus recognition
B) stimulus generalisation
C) attitude expansion
D) attitude stability

Question

Quizplus · Accepted Answer

The company is hoping for stimulus generalisation from the brand name to the new product. This means that the established brand strength (unconditioned stimulus) is being used to associate positive feelings (conditioned response) with the new body wash (conditioned stimulus), resulting in a favourable attitude. The hope is that the positive attitude towards the established brand will transfer over to the new product through stimulus generalisation.

Attitudes Are Formed by Learning