An Important Consequence of Brand Extensions Is That Consumers Often

question 42

Multiple Choice

An important consequence of brand extensions is that consumers often

• A) diminish their set of associations with the new product.
• B) develop a lower set of expectations for the new product due to the associations they carried from the original product.
• C) are able to create an entirely new brand personality.
• D) are able to create an entirely new brand image that is different from the image of the original product.
• E) transfer associations and affect from the original brand schema to the brand extension.

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Definitions:

Negative Reinforcement

A type of operant conditioning that involves the removal of an unpleasant stimulus to increase the likelihood of a desired behavior.

Conditional Punishment

Rendering a consequence that reduces the likelihood of a behavior occurring in the future by associating it with an aversive outcome.

Primary Reinforcement

A naturally reinforcing stimulus, such as food or water, which fulfills a biological need.

Secondary Reinforcement

A process in behaviorism where a stimulus reinforces a behavior after it has been associated with a primary reinforcer, often taking the form of social approval, tokens, or money.