If Kleenex Had Registered Its Trade Name When It First

question 27

True/False

If Kleenex had registered its trade name when it first started making paper handkerchiefs, it might well have lost its exclusive right to that name by now in North America.

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Definitions:

Cognitive Dissonance

The mental discomfort experienced by an individual who holds two or more contradictory beliefs, ideas, or values at the same time, leading to alteration in one of the attitudes, beliefs, or behaviors to reduce the discomfort.

Selective Retention

The tendency of individuals to remember more information that is personally meaningful to them while forgetting irrelevant information.

Stimulus Generalization

The psychological principle that occurs when a response to a specific stimulus is elicited by similar stimuli, applied in marketing to create a familiar response through similar branding.

Stimulus Generalization

A phenomenon in psychology and marketing where a response to a specific stimulus is elicited by similar stimuli, used in branding and advertising.