My research in marketing

Andrew Ehrenberg

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 always aiming for simple findings that were able to be generalised to provide validated benchmarks. However, this neat aim became explicit only slowly. At first I just did what seemed natural. I did not set out to be different. I read mathematics at Newcastle University then mathematical statistics at Cambridge, followed by three years' statistical lecturing and consulting at the Institute of...

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