Raju, Sekar; Unnava, H. Rao; Montgomery, Nicole Votolato - In: Journal of Consumer Research 35 (2009) 5, pp. 851-863
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...