Brands are associated with global affective evaluations that can be recalled from memory when making a choice.This process has been called
A) affect referral.
B) emotional transfer.
C) emotional retrieval.
D) global evaluative associations.
E) evaluative recall.

Question

Quizplus · Accepted Answer

Affect referral refers to the process by which consumers make judgments or decisions about brands based on their overall feelings or emotions associated with that brand. These emotions are often stored in memory and can be retrieved when the consumer is making a choice about which brand to purchase. The other answer choices are not as accurate in describing this process or are not commonly used terms in the field of consumer behavior.

Brands Are Associated with Global Affective Evaluations That Can Be