New Coke, mixture perception, and the flavor balance hypothesis

Article Abstract:

The Coca-Cola Company's decision to change the formula of its primary soft drink product resulted in a significant decision-making error which stemmed from overgeneralization and misuse of the "mixture perception" hypothesis. The company could have avoided its errors if it adhered to the "gradualist approach hypothesis" which would have initiated minute and barely noticeable changes in their product's taste without announcing their intentions. The "flavor balance hypothesis" assumed that changes in taste would be significant and noticeable due to 'mixture perception.'

Canned & Bottled Soft Drinks, Soft Drink Manufacturing, Bottled and canned soft drinks, Soft drinks, Coca-Cola Co. (Atlanta, Georgia), Marketing, Soft drink industry, KO, Psychophysiology

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Perceptual determinants of nonprofit giving behavior

Article Abstract:

A marketing model is presented delineating the effects of perceptions on a giverEs donations. Findings show that trust is not related to benefits gained by donors, but is instead related to a donorEs perception of benefits to intended beneficiaries.

Science & research, Comparative analysis, Motivation (Psychology), Charitable contributions, Charitable donations

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The impact of regional affiliation on consumer perceptions of relationships among behavioral constructs

Article Abstract:

Effects of consumer regional affiliations in Russia on marketing constructs relationships, based on qualitative and quantitative data results, are presented.

Russia, Marketing Management, Administration of Marketing, Influence, Consumer preferences, Regionalism, Ethnocentrism

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