In a Much- Discussed Marketing Failure, Coca- Cola Launched "New

Multiple Choice

In a much- discussed marketing failure, Coca- Cola launched "new Coke" on the basis of successful taste tests, only to encounter massive resistance when consumers discovered that their familiar Coke (now being called Classic Coke) would no longer be available. Even though many consumers probably would have bought the new flavor on their own, they felt that the company had taken the right to choose away from them. This hostile public outcry is an example of:

A) door- in- the- face
B) decision polarization
C) norms
D) reactance
E) private response