According to a study by a team of researchers which includes SMU Provost and Deputy President (Academic Affairs), Professor of Marketing Rajendra K. Srivastava, brand commitment might not always be a good thing, and in the case of high-severity recalls, consumers with a high level of brand commitment may actually respond more negatively than those with less loyalty.  On the other hand, in cases of low-severity or ambiguous product recalls, the researchers confirmed that brand commitment can help mitigate fallout.