Brand Commitment and Size of the Consideration Set

Sekar Raju, State University of New York at Buffalo
H. Rao Unnava, The Ohio State University
EXTENDED ABSTRACT - This research focuses on the effects of brand commitment on consumers’ consideration sets. In particular, we investigate the differences between high and low commitment consumers on the size of their consideration set, and the possible reasons for the differences in size. We test three competing hypothesis to identify which explains the data best.
[ to cite ]:
Sekar Raju and H. Rao Unnava (2005) ,"Brand Commitment and Size of the Consideration Set", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 151-152.