The weak force school vs the strong force school
Andrew Ehrenberg & John Philip Jones
A deep and hitherto unresolved difference of opinion between two schools of advertising: those who believe advertising is a strong force, represented by John Philip Jones, and those who believe advertising is a weak force, led by Andrew Ehrenberg.
THE WEAK FORCE SCHOOL
On the basis of his analysis of databases of consumer brand-buying behaviour over long periods of time and many product/service categories, Ehrenberg (1998) concluded that (a) brand-buying behaviour is usually very stable and habitual; (b) buying intentions are also stable...