). It is important here to note that the affective commitment has been measured differently, and this is likely to be the cause of different and/or conflicting findings across several studies. For instance, while Verhoef (2003) studied the effect of affective commitment based on belonging and affiliation, Gustafsson, Johnson, and Roos (2005) studied affective commitment as care, reciprocity, and feelings of trust toward the company. However, even though there has been variance in how affective commitment has been measured in the marketing literature, most empirical works regard affective commitment as psychological attachment from a sense of desire.