Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal market. One company broke with tradition and began to sell its herbal products in bottles that appeared to be straight from the pharmacy's shelf. They were rectangular with white labels that looked very professional and very serious. Sales went through the roof. What form of stimulus generalisation seems to be working for the herbal company?

Question

BlackTom AI · Accepted Answer

The scenario presents a marketing change where a herbal company shifted from the traditional cylinder-shaped plastic containers to rectangular bottles with white, professional-looking labels, and experienced a surge in sales. 
Option b. Piggybacking: This choice aligns with the idea that the new packaging leverages existing associations with a more pharmacy-like, credible appearance. By adopting a packaging style that consumers associate with professional, trustworthy products, the brand piggybacks on those established cues to generalize how the product should be perceived. In other words, the stimulus (pharmacy-like packaging) is used to evoke a response (trust, quality, efficacy) similar to that associated with pharmaceutical items, leading to increased sales. 
There are no other answer options provided to evaluate in this instance, so we cannot compare alternative forms of stimulus generalization. However, as a general rule, other forms (if present) might include generalizing a response to dissimilar stimuli due to shared features, or spreading a learned association from one product category to another, but those would require explicit choices to critique. 
In summary, the described marketing strategy exemplifies piggybacking by aligning the product’s packaging with an established, credible cue (pharmacy-grade appearance) to transfer positive associations and boost demand.

MKTG205_S2 Quiz 4

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