'Added values or propensities to buy?': Beyond the Dirichlet
Peter Hutchinson and Len Marchant, MARCOS Ltd, set out a model of consumer attitudes that can be used to predict brand values
Peter Hutchinson and Len Marchant
In the September 1997 issue of Admap, Ehrenberg and Scriven contrasted two views of the function of advertising. 'First, that advertising an established brand has to give it special "added values" in the consumer's mind: the consumer would therefore have a reason for choosing it. Second, that the experienced consumer already has a habitual "propensity to buy" the brand, and...