Family branding, licensing, and look-alike packaging are all advertising and marketing techniques primarily based on stimulus generalization.
Stimulus generalization is the tendency of a new stimulus to evoke responses or behaviors comparable to these elicited via every other stimulus. For example, Ivan Pavlov conditioned dogs to salivate using the sound of a bell and meals powder.
Stimulus generalization occurs when a response that has been reinforced in the presence of one stimulus takes place for the first time in the presence of a structurally similar stimulus (Fields, Reeve, Adams, & Verhave, 1991; see Honig & Urcuioli, 1981, for a review).
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