The Process By Which Brand Committed Consumers Evaluate Competitive Brands: the Case For Similarity and Dissimilarity Testing

Sekar Raju, University at Buffalo, Buffalo, New York, USA
H. Rao Unnava, The Ohio State University, Columbus, Ohio, USA
We examine the evaluation of competitive brands by high and low commitment consumers. We propose that both high and low commitment consumers use a selective hypothesis testing mechanism. However, we predict that high commitment consumers use a dissimilarity testing process, while low commitment consumers use a similarity testing process, resulting in different outcomes for the evaluation of competitor brands. Three studies are reported that examine these predictions.
[ to cite ]:
Sekar Raju and H. Rao Unnava (2007) ,"The Process By Which Brand Committed Consumers Evaluate Competitive Brands: the Case For Similarity and Dissimilarity Testing", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 662-663.