The theory of double jeopardy
Journal of the Academy of Marketing Science · 1973 · Volume 1 · Issue 2
Abstract
This paper discusses the relevance of the behavioral theory of “double jeopardy,” developed by a sociologist, to the prediction of aggregate consumer behavior. The author describes the testing of this relationship by the use of national consumer panel data and more than a quarter-million purchases. He concludes that the more popular a brand becomes, the more loyal to it will be its buyers.
Keywords
Conditional Probability, Product Category, Orange Juice, Brand Loyalty, Citrus Juice
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