In its ads, The Coffee House stresses consumers' overall emotional impressions of the brand with an attractive slogan.Through this slogan, The Coffee House wants to convey that it sells exquisite and refreshing coffee to its consumers.It wants its consumers to purchase on the basis of this impression and not comparison.This is an example of a marketer using

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The marketer is using the affect referral decision rule, which relies on emotional or subjective impressions to make a purchase decision, rather than objective comparisons between brands or products. The attractive slogan is designed to create a positive emotional impression of the brand, in order to encourage consumers to choose it over competitors.

In Its Ads, the Coffee House Stresses Consumers' Overall Emotional