Scott Thought of Himself as a Very Successful Marketer

question 72

Multiple Choice

Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success?

• A) Too much repetition was decreasing the strength of the conditioning effect, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company.
• B) Customers confused Scott's logo with the logo of Scott's competitors, making cognitive learning incomplete.
• C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule.
• D) Over time, the logo became boring, and customers punished Scott's company by buying competitors' products as a type of revenge for their boredom.

Recognize the influence of physical appearance and space in non-verbal communication.

Understand the broader implications of rumors on organization performance and employee behavior.

Understand the concept of primary and conditioned reinforcers.

Differentiate between positive and negative reinforcers.

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Definitions:

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