Adverse influence of brand commitment on consideration of and preference for competing brands
Article first published online: 24 MAY 2007
© 2007 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 24, Issue 7, pages 595–614, July 2007
How to Cite
Desai, K. K. and Raju, S. (2007), Adverse influence of brand commitment on consideration of and preference for competing brands. Psychol. Mark., 24: 595–614. doi: 10.1002/mar.20175
- Issue published online: 24 MAY 2007
- Article first published online: 24 MAY 2007
This research investigates if commitment towards a target brand limits set size and preference towards competing brands in memory-based consideration sets across three situations: (1) situations in which the situational goal matches the benefit offered by the target brand; (2) situations in which the situational goal matches the benefit offered by a competitor brand; and (3) situations in which a new benefit is introduced in the category for the first time. Findings confirm the set size and preference biases of committed consumers against a competitor brand in the first two situations. However, in the third situation, committed consumers favorably or unfavorably view the competitor brand depending on whether it is the first brand to introduce the new benefit in the category. © 2007 Wiley Periodicals, Inc.