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 beloved Coca-Cola would no longer be available. Even though many consumers probably would have bought the new flavour 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:

Question

Quizplus · Accepted Answer

The hostile public outcry to the introduction of "new Coke" is an example of reactance, a psychological response wherein individuals feel their freedom to choose is being restricted, prompting them to resist the change or do the opposite of what is being imposed.

In a Much-Discussed Marketing Failure, Coca-Cola Launched "New Coke" on the Basis