Double jeopardy is an empirical law in marketing where, with few exceptions, the lower-market-share brands in a market have both far fewer buyers in a time period and also lower brand loyalty. The term was originally coined by social scientist in 1963 who observed the phenomenon, first in awareness and liking scores for Hollywood actors, and later in behaviours (e.g. reading of comic strips and listening to radio presenters). Shortly afterwards Andrew Ehrenberg discovered the double jeopardy law generalised to brand purchasing. Subsequently, double jeopardy has been shown to apply across categories as diverse as laundry detergent to aviation fuel, across countries and time.
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| - Double Jeopardy (ou duplo risco) é um fenómeno recorrente no comportamento de , mediante o qual as marcas com menor penetração no mercado são também adquiridas com menor frequência. Foi pela primeira vez identificado pelo sociólogo William McPhee em diversos contextos, incluindo audiências de programas de rádio e leitura de banda desenhada. A sua ocorrência tem sido confirmada em múltiplos mercados, tornando-o numa das mais consistentes regularidades empíricas com relevância para a . Tem grandes implicações para a fidelização dos clientes, na medida em que desvaloriza a ideia segundo a qual as marcas de nichos de mercado podem compensar a sua baixa penetração com uma taxa de frequência invulgarmente elevada. (pt)
- Double jeopardy is an empirical law in marketing where, with few exceptions, the lower-market-share brands in a market have both far fewer buyers in a time period and also lower brand loyalty. The term was originally coined by social scientist in 1963 who observed the phenomenon, first in awareness and liking scores for Hollywood actors, and later in behaviours (e.g. reading of comic strips and listening to radio presenters). Shortly afterwards Andrew Ehrenberg discovered the double jeopardy law generalised to brand purchasing. Subsequently, double jeopardy has been shown to apply across categories as diverse as laundry detergent to aviation fuel, across countries and time. (en)
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| - Double jeopardy is an empirical law in marketing where, with few exceptions, the lower-market-share brands in a market have both far fewer buyers in a time period and also lower brand loyalty. The term was originally coined by social scientist in 1963 who observed the phenomenon, first in awareness and liking scores for Hollywood actors, and later in behaviours (e.g. reading of comic strips and listening to radio presenters). Shortly afterwards Andrew Ehrenberg discovered the double jeopardy law generalised to brand purchasing. Subsequently, double jeopardy has been shown to apply across categories as diverse as laundry detergent to aviation fuel, across countries and time. This empirical law-like phenomenon is due to a statistical selection effect that occurs if brands are broadly substitutable selling to much of the same types of people (often referred to as a lack of product differentiation and market partitioning). The double jeopardy empirical generalization is explained and predicted by the theory of repeat purchase. See also Schmittlein, Bemmaor and Morrison (1985). (en)
- Double Jeopardy (ou duplo risco) é um fenómeno recorrente no comportamento de , mediante o qual as marcas com menor penetração no mercado são também adquiridas com menor frequência. Foi pela primeira vez identificado pelo sociólogo William McPhee em diversos contextos, incluindo audiências de programas de rádio e leitura de banda desenhada. A sua ocorrência tem sido confirmada em múltiplos mercados, tornando-o numa das mais consistentes regularidades empíricas com relevância para a . Tem grandes implicações para a fidelização dos clientes, na medida em que desvaloriza a ideia segundo a qual as marcas de nichos de mercado podem compensar a sua baixa penetração com uma taxa de frequência invulgarmente elevada. (pt)
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