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

Multiple Choice

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