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.
