In its ads,Maxwell House Coffee stresses consumers' overall emotional impression 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)the affect referral decision rule.
B)intermittent stimulation.
C)cognitive input/output.
D)psychosocial consequences.
E)non-qualitative evaluative criteria.

Question

Quizplus · Accepted Answer

The affect referral decision rule is a consumer decision-making process in which consumers make choices based on their overall emotional impression or satisfaction with a product or brand rather than comparing specific attributes of the product or brand with those of competitors. In this case, Maxwell House Coffee is using its "Good to the Last Drop" slogan to create an emotional impression of the brand with the hope that consumers will make their purchase decisions based on that emotional impression rather than comparative attributes.

In Its Ads,Maxwell House Coffee Stresses Consumers' Overall Emotional Impression