Finding “The One”: Effects of Brand Dominance and Type Dominance on Condom Switching Behavior

This research contributes to condom-use promotion from a new perspective—whether an individual has found the right condom. Across three studies, we investigated consumers’ switching processes among brands (e.g., Trojan, Durex) and types (e.g., regular, dotted) based on risk perception, providing insights on how to find the right condom.


Yixia Sun, Tingting Wang, and Anirban Mukhopadhyay (2021) ,"Finding “The One”: Effects of Brand Dominance and Type Dominance on Condom Switching Behavior", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 390-391.


Yixia Sun, Zhejiang University
Tingting Wang, Sun Yat-sen University
Anirban Mukhopadhyay, Hong Kong University of Science and Technology


NA - Advances in Consumer Research Volume 49 | 2021

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