SHAMPOO MINI CASE: Shimmer is a well-known brand of shampoo that is recognized as being endorsed by the hair dressers of Hollywood stars.Consumers who are highly attuned to social risks associated with personal beauty products perceive that Shimmer shampoo is a high quality shampoo formulation that won't damage hair and renders hair easily to manage and style.The company has recently come out with a line of conditioners under the Shimmer brand name in the hopes that consumers will carry their perceptions of Shimmer shampoo over to the new line of conditioners.
-In the SHAMPOO MINI CASE,Shimmer conditioner is considered a ________.
A) product form extension
B) product line extension
C) product category extension
D) product stimulus discrimination
E) Pavlovian product

Question

Quizplus · Accepted Answer

Shimmer conditioner is a product line extension because it is a new product category (conditioner) that falls under the existing brand name (Shimmer). Product form extension would refer to a new variation of the existing product (such as a new scent or type of shampoo), while product category extension would refer to a completely new product category that is not related to the existing brand (such as if Shimmer started selling makeup). "Product stimulus discrimination" and "Pavlovian product" are not relevant concepts in this context.

SHAMPOO MINI CASE: Shimmer Is a Well-Known Brand of Shampoo