It is difficult to overthrow a brand leader once stimulus discrimination has occurred because the leader has had a longer period to teach consumers to associate the brand name with the product. In general, the longer the period of learning, .

The correct answer is letter "B": the more likely the consumer is to discriminate.

Explanation:

Brand discrimination occurs when consumers differentiate one good from another usually if both of them fulfill the same need. Features such as quality, price, and accessibility are considered in the evaluation. When companies have taken upon a certain market with their products for a long period and new products are introduced, consumers of the brand leader are likely to discriminate more between products because it could represent a challenge for them to forget about the consumption of the brand leader product.

answer; functional fixedness;