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Assignment 1: Stimulus Generalization

Stimulus generalization allows marketers to develop imitation products and launch product line, form, and category extensions. One of the benefits of this approach is to build upon a strong brand name. However, there may be some negative unintended consequences as well. In the hair care product category, consumers have a wide range of hair care products to choose from with a variety of benefits (e.g. frizz free, color treated, volume, flake free, dry or damaged). Pick two brands of shampoo such as Pantene, Suave, Garnier, Aussie, or Herbal Essences, and create a 300-400-word response by answering the following:

Outline the selected product and the various hair products offered.
Discuss the benefits offered by brand extensions. What are some potential negative consequences? Do the benefits outweigh the potential negative consequences?
How can marketers reduce consumer confusion as it relates to hair care products?
Submit your response to the Discussion Area by Saturday, July 16, 2016. Be sure to properly cite your sources using APA; include your references and in-text citations.
Comment on the postings of your classmates. Do you agree with their position? Why or why not?

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