In a much-discussed marketing failure, Coca-Cola launched "new Coke" on the basis of successful taste tests, only to encounter massive resistance when consumers discovered that their beloved Coca-Cola would no longer be available. Even though many consumers probably would have bought the new flavour on their own, they felt that the company had taken the right to choose away from them. This hostile public outcry is an example of:

A) door-in-the-face.
B) norms.
C) reactance.
D) decision polarization.