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 called Classic Coke)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:

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The hostile public outcry in response to the release of "new Coke" is an example of reactance, which occurs when people feel that their freedom of choice or control is being threatened or taken away. In this case, consumers felt that they were losing their choice to continue purchasing the original Coke flavor they knew and loved. Door-in-the-face refers to a persuasion tactic, and neither norms nor decision polarization accurately describe the situation.

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