Fresh Coats Paint Co. promotes its products as nontoxic and made from natural, organic substances. The paints are safe for all persons, including those with asthma and other lung conditions. If consumers learn that Fresh Coats' paints do not meet their expectations, their reaction is likely to tarnish the company's image.

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If consumers discover that Fresh Coats Paint Co.'s products do not align with their advertised claims of being nontoxic and safe, it can lead to dissatisfaction and damage the company's reputation.