Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that 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 most likely ruining Scott's apparent success?
◦ Customers confused Scott's logo with the logo of Scott's competitors, making cognitive learning incomplete.
◦ Over time, the logo became boring, and customers punished Scott's company by buying competitors' products as a type of revenge for their boredom.
◦ The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule.
◦ Too much repetition was decreasing the strength of the conditioning effect, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company.
Vicksburg Campaign, 1863
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