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:

Convergent Validity

The extent to which two theoretically associated measures of constructs are actually interconnected.

Discriminant Validity

The degree to which a concept or measurement is genuinely distinct from other concepts or measurements within the same model or study.

Researcher

A person who conducts systematic investigations into and study of materials and sources in order to establish facts and reach new conclusions.

Mode

The value that appears most frequently in a given set of data, commonly used in statistics to describe central tendency.