When New Coke was introduced and consumers were no longer able to choose original Coca-Cola, it is likely that New Coke failed because consumers experienced
A) cognitive dissonance.
B) overconfidence.
C) psychological reactance.
D) emotional discouragement.

Question

Quizplus · Accepted Answer

Psychological reactance occurs when people feel that their freedom to choose is restricted, leading them to want what they can't have even more. In the case of New Coke, consumers likely experienced reactance because they could no longer choose the original formula, which contributed to the failure of New Coke.

When New Coke Was Introduced and Consumers Were No Longer