Scott Thought of Himself as a Very Successful Marketer

question 63

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 the competitor's product 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 and the quality of the product.
• B) Customers confused Scott's logo with the logo of Scott's competitor, thus cognitive learning was incomplete and Scott lost customers.
• 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) Scott never provided any positive reinforcement for purchasing his product and thus customers became disinterested in the logo.

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