The weak force school vs the strong force school

A consumer, whose attention has been activated by a piece of brand advertising, encounters three different kinds of stimuli.

The weak force school vs the strong force school

Andrew Ehrenberg & John Philip Jones

A deep and hitherto unresolved difference of opinion between two schools of advertising: those who believe advertising is a strong force, represented by John Philip Jones, and those who believe advertising is a weak force, led by Andrew Ehrenberg.


On the basis of his analysis of databases of consumer brand-buying behaviour over long periods of time and many product/service categories, Ehrenberg (1998) concluded that (a) brand-buying behaviour is usually very stable and habitual; (b) buying intentions are also stable...

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