Using choice experiments to find double jeopardy patterns
Luke Greenacre, Arry Tanusondjaja, Steven Dunn and Bill Page
Ehrenberg-Bass Institute for Marketing Science, University of South Australia
Introduction
The empirical generalisation of double jeopardy is one of the most famous and important discoveries in marketing (Sharp et al.2012). Double jeopardy describes the relationship between brand sizes and loyalties of competing brands. In essence, bigger brands are rewarded twice – they have more buyers and those buyers purchase the brand more frequently. Conversely, smaller brands have fewer buyers who also make fewer purchases (Ehrenberg...