My research in marketing

In this article Professor Andrew Ehrenberg, doyen of consumer behaviour research, reflects on 50 years of simple and innovative research that has resulted in many generalisable truths about brand buying, brand loyalty and brand switching.

My Research In Marketing

Andrew EhrenbergEhrenberg Centre

Professor Ehrenberg is one of very few people to have discovered genuine, practical laws of consumer behaviour. This autobiographical article outlines how it all happened.

With hindsight, I was probably...