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:

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:

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.


Answer: A


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