We assess attenuating and augmenting effects of brand commitment on consumer responses when product recalls occur. Consistent with our theorization, results from a laboratory experiment and an event study show that high levels of brand commitment attenuate negative consumer responses in...

Research has consistently found that goals triggered by environmental cues can influence decision making processes outside of conscious awareness. This lack of awareness led naturally to the presumption that decision makers could not report the activation level of nonconsciously primed goals....