Maxwell House Coffee ads emphasize consumers' overall emotional impressions of the brand with its "Good to the last drop" slogan. Maxwell House wants consumers to purchase on the basis of this impression and not by comparing specific attributes of other brands of coffee. This is an example of a marketer using:
A) psychosocial consequences
B) the affect referral decision rule
C) cognitive input/output
D) non-qualitative evaluative criteria

Question

Quizplus · Accepted Answer

The affect referral decision rule means that a consumer bases their decision on their overall emotional impression or "affect" towards the brand rather than comparing specific attributes to other brands. This is exactly what the Maxwell House Coffee ads are trying to do with their "Good to the last drop" slogan.

Maxwell House Coffee Ads Emphasize Consumers' Overall Emotional Impressions of the Brand