Will They Stay or Will They Go?

The Role of Affective Commitment in Consumer Responses to Negative Brand Information

Christy Ashley, East Carolina University, United States

Sajeev Varki, University of South Florida, United States

What Is(n’t) Affective Commitment?

Affective Commitment

Affective Commitment ≠ Commitment to Brand Attitude

Affective Commitment ≠ Brand Loyalty

How does it affect consumer response to negative information?

Background

Committed = Low Maintenance?

Negativity Effect

Defense Motivation

Expectancy Violation

Predicted Outcomes of Affective Commitment

Product Attributes

Brand Betrayal

Methodology

Two online studies

Affective Commitment, Attitudinal Loyalty

Negative information

Behavioral Intentions measured

Results

Study One: Product attribute

Study Two: Perceived product defect

Limitations

Non-student participants in a remote setting.

Replicate with additional product categories in a controlled setting.

What Does It Mean to Marketers?

Relationships – feelings and emotions

Critical to manage service failures