TY - JOUR
T1 - Using choice experiments to find double jeopardy patterns
AU - Greenacre, Luke
AU - Tanusondjaja, Arry
AU - Dunn, Steven
AU - Page, Bill
PY - 2015/10/1
Y1 - 2015/10/1
N2 - Double jeopardy is one of the most important empirical patterns of consumer brand purchase behaviour. It asserts that large brands benefit from having more consumers who are also generally more loyal. Traditional methods for detecting double jeopardy patterns in consumer purchasing behaviour rely heavily on the availability of panel data. Although alternative methods have been proposed, these too require large quantities of data, making them costly to implement for many managers and researchers. This study proposes a new method for detecting double jeopardy patterns that requires only small samples of data. Using the instant coffee market in the US to test this new method, it is shown that repeated discrete choice experiments can produce proximate measures to those used as inputs to double jeopardy calculations. This approach gives researchers an economical and easy method to test whether a market conforms to double jeopardy, allowing them to keep managers informed about the properties of consumer purchase behaviour in their markets.
AB - Double jeopardy is one of the most important empirical patterns of consumer brand purchase behaviour. It asserts that large brands benefit from having more consumers who are also generally more loyal. Traditional methods for detecting double jeopardy patterns in consumer purchasing behaviour rely heavily on the availability of panel data. Although alternative methods have been proposed, these too require large quantities of data, making them costly to implement for many managers and researchers. This study proposes a new method for detecting double jeopardy patterns that requires only small samples of data. Using the instant coffee market in the US to test this new method, it is shown that repeated discrete choice experiments can produce proximate measures to those used as inputs to double jeopardy calculations. This approach gives researchers an economical and easy method to test whether a market conforms to double jeopardy, allowing them to keep managers informed about the properties of consumer purchase behaviour in their markets.
UR - http://www.scopus.com/inward/record.url?scp=84942915889&partnerID=8YFLogxK
U2 - 10.2501/IJMR-2015-061
DO - 10.2501/IJMR-2015-061
M3 - Article
AN - SCOPUS:84942915889
SN - 1470-7853
VL - 57
SP - 743
EP - 758
JO - International Journal of Market Research
JF - International Journal of Market Research
IS - 5
ER -