Scott Thought of Himself as a Very Successful Marketer

question 28

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 ruining Scott's apparent success?

• A) Too much repetition was decreasing the strength of the CS, 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.

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Definitions:

Specific Attribution

The process of identifying a particular cause for an event or behavior, distinguishing it from more general or vague attributions.

Stable Attribution

An explanation for behavior or events as due to unchanging, permanent factors.

Unstable Attribution

An explanation for behavior that shifts across time, context, or situations, suggesting inconsistency in how one attributes causes to events or actions.

Stable Attribution

A belief that causes behind a person's behavior are consistent and permanent over time, attributing actions to innate characteristics.