“…Although there is no accepted definition of consumer competence in the literature, Young (1993) suggested that a competent consumer is an individual who consumes according to his or her needs and resources and shows preventive and defensive consumer behavior such as being critical toward advertising and searching for information before buying something. In research, consumer competence is often measured by knowledge, attitudes, and/or behaviors that are generally designated in the literature as reflecting rational motives for consumption and/or utilitarian consumption, such as looking for a good quality-toprice ratio, comparing product characteristics, keeping receipts, budgeting, knowing about credit and personal finances (Économie Canada, 2002;Gronhoj, 2004;Lachance, 2004;Langrehr & Mason, 1977;Sigmen, 1992). To our knowledge, no research has been exclusively devoted to assessing the relationship between consumer competence and brand sensitivity.…”