People who drink Coca-Cola are extremely loyal to this product. Which statement best describes how increased advertising of Coca-Cola would affect brand loyal users of Coca-Cola?

Question

BlackTom AI · Accepted Answer

Brand loyalty means consumers have a strong, positive predisposition toward a specific product and are unlikely to switch; advertising directed at such users typically reinforces usage and increases purchase frequency rather than persuading them to try other brands.

1) Relevant knowledge points and concepts
- Brand loyalty: repeat purchases, strong preference, low propensity to switch.
- Types of advertising effects: persuasive (switching), reminder/reinforcement (increase usage and salience).
- Diminishing returns: heavy persuasion has low impact on already-loyal consumers; reminders increase consumption or purchase occasions.

2) Step-by-step reasoning
- Loyal Coca-Cola drinkers already prefer Coca-Cola; advertising aimed at them functions chiefly as reinforcement or a reminder.
- Reinforcement advertising raises salience (keeps the brand top-of-mind), triggers more purchase occasions, and can increase consumption intensity (more servings per period).
- Because switching is unlikely, the main measurable effect is higher quantity purchased or more frequent purchases.

3) Calculations / illustrative intermediate steps
- Suppose an average loyal consumer buys 10 cans/week before new advertising.
- If reminder/reinforcement advertising increases consumption by 10% (a modest effect), new consumption = 10 × 1.10 = 11 cans/week.
- Change = 11 − 10 = 1 additional can/week per loyal consumer.
- This simple calculation shows advertising can cause loyal users to buy more rather than switch.

4) Why the correct answer is correct
- Option (b) captures the reinforcement effect: advertising increases purchase volume among loyal users by reminding and encouraging additional consumption.

5) Why other options are incorrect
- (a) Incorrect: loyal users do not have a neutral frame; they have a positive predisposition, so advertising can still affect behavior.
- (c) Incorrect: loyal consumers are least likely to be encouraged to try other brands; advertising targeted at them seeks to retain and increase usage.
- (d) Incorrect: advertising can reinforce an existing positive frame but rarely “creates” it for already-loyal users; the main effect is increased purchases.

Conclusion: The best answer is b) The advertising could cause loyal Coca-Cola users to buy more. This matches the provided correct answer.

People who drink Coca-Cola are extremely loyal to this product. Which statement best describes how increased advertising of Coca-Cola would affect brand loyal users of Coca-Cola?单项选择题

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