Dataset: reactance.dat Source: D.J. Ringold (1988). "Consumer Response to Product Withdrawal: The Reformulation of Coca-Cola", Psychology&Marketing, Vol. 5, pp 189-210 Description: Data collected 7 months after Coke was re-released after New Coke launch. 25 subjects tasted New and Classic formulations in blind conditions, 24 tasted them open label. Reactance theory predicts they will prefer New Coke when blinded to formulation, and Classic Coke when open label (pre-change data clearly favored new formulation, but people rebelled when classic was removed). Data represent scores on scale of 0-100 for each formulation Variables/Columns: Condition 1-5 /* Blind/Label */ Mean for new formulation 9-12 Mean for olf formulation 15-18 Mean difference (new-old) 20-24 SD of differences 27-30 Sample size 33-34