Assignment 1: Stimulus Generalization
Stimulus generalization allows marketers to develop imitation products and launch product line, form, and category extensions. One of the benefits of this approach is to build upon a strong brand name. However, there may be some negative unintended consequences as well. In the hair care product category, consumers have a wide range of hair care products to choose from with a variety of benefits (e.g. frizz free, color treated, volume, flake free, dry or damaged). Pick two brands of shampoo such as Pantene, Suave, Garnier, Aussie, or Herbal Essences, and create a 300-400-word response by answering the following:
- Outline the selected product and the various hair products offered.
- Discuss the benefits offered by brand extensions. What are some potential negative consequences? Do the benefits outweigh the potential negative consequences?
- How can marketers reduce consumer confusion as it relates to hair care products?
- Submit your response to the Discussion Area by Saturday, July 16, 2016. Be sure to properly cite your sources using APA; include your references and in-text citations.
- Comment on the postings of your classmates. Do you agree with their position? Why or why not?