Stimulus generalization in classical conditioning: An initial investigation and extension
研究了经典条件反射中刺激泛化现象，发现对特定品牌的条件化态度可转移到同品类相似名称或不同品类相同名称的产品上，且效果可能短暂。
Conditioning as a mechanism for attitude change has received much attention over the past 10 years. This research examines stimulus generalization, the extent to which a response conditioned to one stimulus transfers to similar stimuli. Stimulus generalization relates to both brand extension and private-label imitations of national brands. Two studies collectively provide evidence that attitudes which are conditioned to a particular brand can be transferred to a product with a similar name in the same category, as well as a product with the same name in a different category. Study Two suggests that stimulus generalization effects may be relatively transitory. © 2000 John Wiley & Sons, Inc.