I have a colleague in the office of our publishing company who loves yogurt. Let's call her Linda, since that's her name. Linda is what marketers call brand loyal. Until recently she had eaten the same fruit-on-the-bottom yogurt almost every day for more than 20 years. She really liked what she was getting.
Well, Linda's had a change of heart. The big national yogurt concern that makes Linda's favorite yogurt redesigned its 8-oz package with some spiffy new graphics and a new size --6 ounces. Linda felt cheated. The price came down a little, but she was saving less than 10% and receiving 25% less of the good stuff.