What Were You Thinking? Analyzing Thought Processes in The Presence of Brand Love

Abstract

This study attempts to obtain a glimpse into the minds of consumers concerning how information is processed differently in the presence of brand love. Guided by the theories of brand love, attachment theory, and source credibility, two studies are conducted in which consumers were given various messages by various sources about a brand they identify love for. These consumers are then asked to provide thought listings, therefore providing a better understanding of how consumers process new information, and how likely they are to seek additional information under various circumstances involving brands they love. Similarly, the effects of brand love on source credibility are also examined. Results indicate that although message valence plays a role in tendencies to seek additional information and source credibility, the presence of brand love may alter this relationship.