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 degree of commitment would be most closely associated with Roger and his attitudes?
a) compliance
b) identification
c) information acquisition
d) Internalization

D

Explanation:

Internalization

The act of believing or accepting an idea or something so much that it becomes part of you. Roger was so part of the Old Coke that when the New Coke was available he found it impossible to accept it. He was sompart of the Old Coke that he wrote to Coca-Cola to return to what he was already one with. He had internalized it meaning made it a part of him.

D) Internalization

Explanation:

Internalization is a term used in psychology, not marketing, but it can apply to extremely committed and loyal customers also. An internalization process happens when a conscious idea about something very specific (in this case Coke) because part of your conscious self. That means that you can identify with that idea or concept, e.g. Roger (+ 2 billion people more) felt that Coca Cola was betraying him personally for changing its formula. That action was a direct blow to his own being, and he entered a fight or flight situation and decided to fight back.

*As a little extra opinion, luckily for Roger and the rest of the world, Coca Cola realized their mistake and probably their whole board was sent to Arkham asylum. Everyone should study New Coke since it is an extremely insane and out of this world marketing experience. Coke is by far the king and absolute world champion of marketing, but no other company messed up so bad as they did.