In its ads, The Coffee House stresses on consumers' overall emotional impression 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:
A)the affect referral decision rule.
B)the mirror image rule.
C)belief-bias effect.
D)bait-and-switch marketing.
E)non-qualitative evaluative criteria.

Question

Quizplus · Accepted Answer

The affect referral decision rule is used by marketers to create a positive emotional association with their brand, which then influences consumers in their purchasing decision. This rule suggests that consumers tend to rely on their overall emotional impression of a brand when making a decision, rather than comparing products based on specific attributes or features. The Coffee House is using this rule by focusing on the emotional impression of its brand through its slogan, rather than comparing its coffee to other brands based on specific qualities or features.

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