The Ehrenberg Legacy: Lessons in Buying Behavior, Television, Brand Perception, Advertising, and Pricing

This review outlines the scientific principles that underpinned Andrew Ehrenberg’s working methods, then summarizes his ground-breaking findings in buyer behavior and brand perceptions.

The Ehrenberg Legacy: Lessons in Buying Behavior, Television, Brand Perception, Advertising, and Pricing

John Scriven

London South Bank University

Gerald Goodhardt

Ehrenberg-Bass Institute

Management slant

  • A result can be regarded as predictable (and therefore useful) when it has recurred consistently under a known range of different conditions. Models based on a single set of data have limited use beyond the circumstances described.
  • All brands have many light and a few heavier buyers. Most effective marketing works on the many light buyers.
  • There are no known examples of competitive niches where brands have small customer bases who are much more loyal...

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