The Mediating Role of Arousal in Brand Commitment

Sekar Raju, University at Buffalo
H. Rao Unnava, Ohio State University

The Mediating Role of Arousal in Brand Commitment

 

 

Sekar Raju, State University of New York at Buffalo

H. Rao Unnava, Ohio State University

 

 

This article identifies arousal as the key motivating variable that helps high commitment consumers generate more counterarguments. Further, the change in arousal when high and low brand commitment subjects were or were not allowed to elaborate the message was examined in two studies. When insufficient opportunity to process the message was present, high commitment participants continued to have a high level of arousal. However, when sufficient opportunity to process the message was provided, high commitment subjects behaved like low commitment participants and displayed a decreased level of arousal.
[ to cite ]:
Sekar Raju and H. Rao Unnava (2006) ,"The Mediating Role of Arousal in Brand Commitment", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 517-518.