Kent Longino is the marketing vice-president for Andersen,one of the largest manufacturer of windows in the world.He is directing the introduction of a glass-encased sunroom that can be assembled in a weekend.He wants to capitalize on Andersen's success with its windows.Which learning method should he attempt to stimulate when introducing the new product?

Question

Quizplus · Accepted Answer

Stimulus generalization involves consumers applying what they have learned about one product to another, similar product. By leveraging Andersen's strong reputation in windows, Kent hopes consumers will transfer their positive perceptions and experiences to the new sunroom product, expecting similar quality and reliability.

Kent Longino Is the Marketing Vice-President for Andersen,one of the Largest