Value-action gap
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The value-action gap is the discrepancy between the stated values of an individual or organisation and their actions. More generally, it is the difference between what people say and what people do. T
The drink Coca-Cola Life serves as an example of the value-action gap. Extensive market research showed that consumers would buy and enjoy the drink (values) but in reality, once it appeared in shops, not enough people bought it (action). This demonstrates the difference between what people say and what people do
Coca-Cola Life
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Coca-Cola Life was a reduced-calorie version of Coca-Cola introduced in 2013, using a combination of stevia and sugar as sweeteners. It was first released in Argentina and Chile after five years of re
Value-action gap
…The drink Coca-Cola Life serves as an example of the value-action gap. Extensive market research showed that consumers would buy and enjoy the drink (values) but in reality…
Coca-Cola Life cans on a public grocery store shelf
Boxes of 12-pack 12 oz (355 ml) Coca-Cola life on a store shelf in the United States circa April 2019