Using choice experiments to find double jeopardy patterns

Double jeopardy is one of the most important empirical patterns of consumer brand purchase behaviour.

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...

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