containment if an attack can't be discredited, loyal consumers also engage in containment. it's as if they "seal off" the negative information as a way to quarantine it and avoids having it spill over and spoil their existing positive attitude. this is particularly important when the negative information is on an attribute that is highly correlated with other important product features. In the case of running shoes, other attributes you would expect to be related to shock absorption would be support and comfort. Loyal customers use containment by not changing their beliefs about other related and important attributes such as support and comfort