"Stimulus generalization: Stimulus generliaztion is defined as a phenomenon that occurs when a stimulus is so similar to another stimulus, that the former evokes the same response as the latter; in other words, what happens is that a new stimulus is so similar to an already existing conditioned stimulus that it elicits the same conditioned response. According to Pavlov, a living entity also learns via stimulus generalization. In fact, while conducting his Docsity.com experiment, Pavlov discovered that the dog had learnt to salivate not only to the sound of the bell, but also the jingling of bells and keys. In terms of marketing: 1. This is the reason behind the success of imitative “me too” products/brands. There is a stimulus generalization on the part of the consumers who fail to differentiate between the “me too” from the original products/brands. 2. Apart from the “me-too” marketers, there may also be competitors (market challengers and followers) who may want to encourage stimulus generalization to take advantage of the market leader’s position; they go in for similar packaging or advertisements or may even use the same models and celebrities for their advertisements. 3. Also in case where a brand is very successful, and the marketer is diversifying into other related product lines, he adopts this principle to encourage generalization for all the new product lines by using similar packaging for all the different products in a product line. Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"