Scott thought of himself as a very successful marketer.He created a campaign with a product logo that was very popular and which 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 competitors' products 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, the quality of the product and the association with Scott's company.
B)Customers confused Scott's logo with the logos of Scott's competitors, making cognitive learning incomplete.
C)The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitors used a variable-ratio schedule.
D)Over time the logo became boring, and customers punished Scott's company by buying competitors' products as a type of revenge for their boredom.

Question

Quizplus · Accepted Answer

This scenario describes the phenomenon of extinction, which occurs when a learned response (in this case, the association between the logo and the quality of the product) decreases or disappears over time due to too much repetition without reinforcement. As customers continued to see the logo everywhere without experiencing the promised quality or benefits of the product, the strength of the association weakened, and they began to seek out alternatives from competitors.

Scott Thought of Himself as a Very Successful Marketer