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

question 20

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

---

Definitions:

Taste-for-Discrimination Model

An economic theory that explains how personal bias can lead to discrimination in hiring and wage decisions.

Discrimination Coefficient

A statistical measure used to analyze the degree of differentiation between variables or groups.

Market Wage Rate

The prevailing rate of pay for a particular job in the competitive labor market.

Labor Market Discrimination

Unfair treatment of workers based on race, gender, age, religion, or other non-economic factors, affecting their employment opportunities and wages.