Tom is looking to lose weight by cutting carbohydrates out of his diet, particularly from regular sodas, but has a negative attitude towards diet. diet coke promotes its association with the american heart association, which generates goodwill from tom. what strategy did the company use?

There are choices for this question namely:

A) changing the relative evaluation of attributes
B) associating the product with a special group, event or cause
C) changing the basic motivational function
D) changing consumer beliefs about competitor brands
E) changing consumers' subjective norms

The correct answer is "associated the product with a special group, event, or cause". The product here is diet coke and the company associates diet coke with a special group (people who are trying to lose weight by cutting out carbohydrates), event/cause (the association of diet coke with American Heart Association). This will entice buyers, especially those who are trying to lose weight, to buy their product. 

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