Article2009

The Moderating Effect of Brand Commitment on the Evaluation of Competitive Brands

Sekar Raju · H. Rao Unnava · Nicole Votolato Montgomery

110 citations0/0 files storedJournal of Advertising

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

In this research, we examine whether brand commitment has a negative effect on competitor brands. We find that committed consumers systematically underrate competitive brands. We find that the process by which this negative evaluation of the competitor brand occurs depends on the extent to which counterarguments are generated about the competitor brand message. Therefore, by using argument strength (Study 1), the number of arguments (Study 2), and a combination of both of these factors (Study 3), we propose and test two advertising techniques that may help the competitor brand overcome these negative evaluations.

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References

1958The Psychology of Interpersonal Relations.1990The case for motivated reasoning.1986The Elaboration Likelihood Model of Persuasion 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1984The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion.1992Motivated skepticism: Use of differential decision criteria for preferred and nonpreferred conclusions.1994Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions 1984Assessment of covariation by humans and animals: The joint influence of prior expectations and current situational information.

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