The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation Process
AbstractThis research finds that high- and low-commitment consumers use different information-processing strategies when exposed to competitive brand information. High-commitment consumers use a disconfirmatory processing strategy, focusing on the dissimilarities between their preferred brand and the competitor brand. Low-commitment consumers focus on the similarities between the advertised brand and their preferred brand. These processing differences lead to differences in the evaluation of a competitive brand between high- and low-commitment consumers. However, priming high-commitment consumers to focus on the similarities and low-commitment consumers on the dissimilarities between their preferred brand and a competitor brand mitigates the effects of the different processing strategies. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 35 (2009)
Issue (Month): 5 (October)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.