Brand crises occur when a firm's product fails to meet a mandatory safety standard, contains a defect that could cause substantial harm to consumers, or fails to comply with a voluntary standard adopted by the specific industry. Brand crises often result in brand recalls, which can have an impact on a brand's sales, financial value, and brand equity. Prior researches discuss two brand recall strategy alternatives (voluntary versus involuntary recall strategies) available to firms managing brand recalls. The focus of this research is to investigate how voluntary (versus involuntary) recall strategies influence brand switches while exploring the moderating roll of consumers' behavioral investment sunk cost. The same outcome should be perceived as more desirable by consumers who invest more cognitive effort than by those who invest less into making a choice. Consumers enjoy the positive value of effort invested in making an interim decision only if they stick with this decision. This study empirically tests the relationships between the brand recall strategy and brand evaluation while exploring the moderating role of consumer's cognitive effort for choice the brand. The findings of this research suggest the importance of a brand recall strategy. Finally, practical implications for further research are suggested.