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) the affect referral decision rule
B) cognitive input/output
C) psychosocial consequences
D) non-qualitative evaluative criteria

Question

Quizplus · Accepted Answer

The affect referral decision rule is used when consumers make decisions based on their overall emotional impressions and feelings towards a brand or product, rather than specific attributes or features. This is exactly what Maxwell House is trying to do with their "Good to the last drop" slogan, emphasizing the emotional experience of drinking their coffee rather than making direct comparisons to other brands.

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