Which of the Following Best Illustrates How a Firm Can

question 352

Multiple Choice

Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible?

• A) McDonald's arches
• B) Mercedes Benz emblem
• C) Nike swoosh
• D) Traveler's Insurance umbrella
• E) Arrows on Wrigley gum packages

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Definitions:

Classical Conditioning

The process by which a previously neutral stimulus becomes associated with a stimulus that already elicits a response and, in turn, acquires the capacity to elicit a similar or related response. Also called Pavlovian or respondent conditioning.

Behavior Therapy

A type of psychotherapy that focuses on changing undesirable behaviors through conditioning techniques.

Graduated Exposure

In behavior therapy, a method in which a person suffering from a phobia or panic attacks is gradually taken into the feared situation or exposed to a traumatic memory until the anxiety subsides.

Systematic Desensitization

A behavioral therapy technique used to help individuals overcome phobias and anxiety disorders through gradual exposure to the feared object or situation.