Stimulus Generalization:

Line extension:
From formal wear to festive/wedding wear dresses
Product form extension:
From clothes to makeup, perfume & footwear.
Product category extension: -
Licensing: -

Stimulus Discrimination:
Positioning statement:
Refers to the place that a product or a brand occupies in the minds of the
customers and how it is distinguished from the products of the competitors.
It is done to stand out.
(Positioning Statement of Junaid Jamshed):

Strategic Application of Instrumental Conditioning:

Customer Satisfaction:
Eg: Atmosphere & customer friendly service.

Reinforcement Schedule: Discounts and offers.

(Positive reinforcement) the benefits or rewards a consumer will receive from
using the product or service.

Instrumental Conditioning & Brand Relationships

Variety-seeking & Instrumental Conditioning
Massed versus Distributed Learning (Planning a Media)
Media plan of Junaid Jamshed
Information Processing & Cognitive Learning:
How Consumer Store, Retain & Retrieve Information:
 Sensory store
 Short term store
 Long term store
Involvement:
How to involve new consumers & products
• High involvement purchases are very important to the
consumer
• Low-involvement hold little relevance, have little perceived
risk, and have limited information processing

Marketing Applications of Involvement:

• Ads
• Avatars:
• Sensory appeals in ads to get more attention
• Forging bonds and relationships by providing benefits &
improve product for high involvement consumers
• Celebrity endorsers

Measures of Consumer learning:

• Recognition and Recall Measures
– Recognition test: aided recall (by giving hint)
– Recall test: unaided recall
• Brand Loyalty
• Brand Equity