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
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