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

question 43

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

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Definitions:

Compression

A force that acts to reduce volume or shorten a material, critical in the formation of geological structures.

Tension

A force that stretches a material, attempting to elongate it.

Shear

A strain resulting from forces causing parts of a material to slide past each other in opposite directions.

Confining

Pertaining to geological layers or conditions that restrict the flow of groundwater due to lower permeability.