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 is when consumers extend their perception of a brand's existing product to a new product. Kent Longino wants to capitalize on Andersen's success with its windows, so he should aim for consumers to generalize their positive perception of Andersen windows to the new sunroom product.

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