AbstractThis research investigates if commitment towards a target brand limits set size and preference towards competing brands in memory‐based consideration sets across three situations: (1) situations in which the situational goal matches the benefit offered by the target brand; (2) situations in which the situational goal matches the benefit offered by a competitor brand; and (3) situations in which a new benefit is introduced in the category for the first time. Findings confirm the set size and preference biases of committed consumers against a competitor brand in the first two situations. However, in the third situation, committed consumers favorably or unfavorably view the competitor brand depending on whether it is the first brand to introduce the new benefit in the category. © 2007 Wiley Periodicals, Inc.