Cognitive Consequences of Brand Loyalty

This study examined part of the belief structure of brand-loyal consumers asked to evaluate their own and a competing brand. Consistency theory predictions were derived relative to attitude structure associated with commitment (brand loyalty). Product reevaluation was seen, in part, as the result of a consumer's desire to restructure his beliefs so as to avoid cognitive dilemmas caused by competing products perceived as meeting the same product function equally well. Dissonance theory has proven to be a valuable source of hypotheses and insights regarding variables important in the process of decision making [3]. It is especially useful in interrelating pre- and postdecision processes and specifying differences in goals, states of mind, and behavior between these two stages [1]. The many implications of the theory for consumer decision making should be developed and tested, ideally against competing models [3, 4].