Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which of the following kinds of degree of commitment would be most closely associated with Roger and his attitudes?
A) compliance
B) identification
C) information acquisition
D) internalization

Question

Quizplus · Accepted Answer

Roger's strong emotional reaction and active efforts to resist the change suggest that his attitude towards the original formula of Coca-Cola has been internalized, i.e., it is deeply rooted and integrated into his personal values and beliefs, rather than merely complying with or identifying with a social norm or group identity.

Roger Was Really Angry When Coca-Cola Attempted to Switch from Its