Brand commitment was positioned as a central concept. If consumers have high brand commitment, even if the relevant companies go bankrupt, a decline in product value is not observed. This study aims to explore new possibilities of consumer behavior based on the findings of behavioral economics. First we look at consumption, which is measured by experimental economics mechanisms. Then, we assess the changes in consumer behavior using willingness to pay (WTP). Moreover, we assemble a realistic model and conduct a covariance structure analysis (SPSS AMOS). Finally, this conclusion is explained by "Bounded rationality," advocated by Simon (1957). A completely rational man looks for the highest possible utility