In its ads, The Coffee House stresses consumers' overall emotional impressions of the brand with an attractive slogan. Through this slogan, The Coffee House wants to convey that it sells exquisite and refreshing coffee to its consumers. It wants its consumers to purchase on the basis of this impression and not comparison. This is an example of a marketer using
A. bait-and-switch marketing.
B. belief-bias effect.
C. the mirror-image rule.
D. the affect referral decision rule.
E. nonqualitative evaluative criteria.
Answer: D
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