The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands
A Disconfirmation Process
Bibliographic Data
| ID | 2220801 |
|---|---|
| Authors | Sekar Raju (0009-0009-5578-2015, Iowa State University), H Rao Unnava (Fisher College), Nicole Votolato Montgomery (0000-0001-6963-3576, William & Mary) |
| Year | 2009 |
| Volume | 35 |
| Issue | 5 |
| Pages | 851-863 |
| Publication date | 2009-02-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/592816 |
| OpenAlex | W2059320061 |
| Language | EN |
| Citations received | 3 |
| References cited | 26 |
This 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
Advertising · Brand awareness · Brand equity · Brand extension · Brand management · Business · Competitive advantage · Priming (agriculture) · Process (computing) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Marketing · Psychology · Social and Intergroup Psychology
The psychology of attitudes
Commitment in the Workplace
Hypothesis evaluation from a Bayesian perspective.
Motivated closing of the mind
Comparison processes in social judgment
Consumer Response to Negative Publicity
Confirmation, disconfirmation, and information in hypothesis testing.
The Elaboration Likelihood Model of Persuasion
The Subjective Beliefs Underlying Probability Overestimation
Rethinking the Origins of Involvement and Brand Commitment
Motivated skepticism
The case for motivated reasoning
Consumer Learning
The Effects of Self-Construal and Commitment on Persuasion
The Brand Positivity Effect
Consumers' Beliefs about Product Benefits
Examination of Psychological Processes Underlying Resistance to Persuasion
Motivated Reasoning
Context Effects at Encoding and Judgment in Consumption Settings
Ambiguity, Processing Strategy, and Advertising-Evidence Interactions
| Unique citing works | 3 |
|---|---|
| Citations per year | 0,21 |
| Citation span | 2012 - 2023 (12) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 2 |