'Added values or propensities to buy?': Beyond the Dirichlet

The authors describe their alternative (H-M) model of buyer behaviour in contrast to the Dirichlet model proposed by Andrew Ehrenberg and colleagues.

'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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands