ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 The Mediating Role of Arousal in Brand Commitment Sekar Raju, University at Buffalo H. Rao Unnava, Ohio State University The Mediating Role of Arousal in Brand CommitmentSekar Raju, State University of New York at BuffaloH. Rao Unnava, Ohio State UniversityThis article identifies arousal as the key motivating variable that helps high commitment consumers generate more counterarguments. Further, the change in arousal when high and low brand commitment subjects were or were not allowed to elaborate the message was examined in two studies. When insufficient opportunity to process the message was present, high commitment participants continued to have a high level of arousal. However, when sufficient opportunity to process the message was provided, high commitment subjects behaved like low commitment participants and displayed a decreased level of arousal. [to cite]: Sekar Raju and H. Rao Unnava (2006) ,"The Mediating Role of Arousal in Brand Commitment", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 517- 518. [url]: http://www.acrwebsite.org/volumes/12432/volumes/v33/NA-33 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.