A consumer who loves Noel's Chocolate Biscuits and therefore assumes that the company's new Ginger Biscuits will also taste great is engaged in:

Question

Quizplus · Accepted Answer

The consumer is exhibiting stimulus generalisation by assuming that since they love Noel's Chocolate Biscuits, they will also love the company's Ginger Biscuits. This is a case of generalising a positive response to one stimulus (chocolate biscuits) to a similar but different stimulus (ginger biscuits). Classical conditioning is the process of learning through association between two stimuli, which is not happening in this scenario. Stimulus discrimination is the ability to differentiate between similar stimuli, which is also not happening here. Reasoning is a cognitive process of using logic and previous knowledge to come to a conclusion, but the scenario does not illustrate this type of thinking.

A Consumer Who Loves Noel's Chocolate Biscuits and Therefore Assumes