The variability of attitudinal repeat-rates

F. Dall'Olmo Riley; A. S.C. Ehrenberg; S. B. Castleberry; T. P. Barwise; N. R. Barnard

doi:10.1016/s0167-8116(97)00023-2

The variability of attitudinal repeat-rates

F. Dall'Olmo Riley, A. S.C. Ehrenberg, S. B. Castleberry, T. P. Barwise, N. R. Barnard

Marketing (Duluth)

Research output: Contribution to journal › Article › peer-review

78 Scopus citations

Abstract

Consumers' expressed attitudes to brands are often thought to show their commitment and loyalty. But when consumers were re-interviewed, on average only about 50% gave the same attitudinal Yes or No response as before, implying that attitude beliefs are often not very firmly held. This paper reports that the attitudinal repeat-rates for different brands vary about this overall 50% average. These variations for different brands are, however, systematic. They are largely dependent upon the level of initial attitudinal responses, as a further instance of Double Jeopardy effects. The variation of repeat-rates is therefore not brand-specific and it does not reflect idiosyncratic differences in brand loyalty.

Original language	English (US)
Pages (from-to)	437-450
Number of pages	14
Journal	International Journal of Research in Marketing
Volume	14
Issue number	5
DOIs	https://doi.org/10.1016/s0167-8116(97)00023-2
State	Published - Dec 1997

Bibliographical note

Funding Information:
* Corresponding author. E-mail: ehrenba@sbu.ac.uk. 1 The UK data collection was supported by the Economic and Social Research Council. The paper is part of an SBU project on "Justifying our Advertising Budgets" (JOAB).

Keywords

Attitudinal repeat-rates
Brand loyalty

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10.1016/s0167-8116(97)00023-2

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title = "The variability of attitudinal repeat-rates",

abstract = "Consumers' expressed attitudes to brands are often thought to show their commitment and loyalty. But when consumers were re-interviewed, on average only about 50% gave the same attitudinal Yes or No response as before, implying that attitude beliefs are often not very firmly held. This paper reports that the attitudinal repeat-rates for different brands vary about this overall 50% average. These variations for different brands are, however, systematic. They are largely dependent upon the level of initial attitudinal responses, as a further instance of Double Jeopardy effects. The variation of repeat-rates is therefore not brand-specific and it does not reflect idiosyncratic differences in brand loyalty.",

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AU - Ehrenberg, A. S.C.

AU - Castleberry, S. B.

AU - Barwise, T. P.

AU - Barnard, N. R.

N1 - Funding Information: * Corresponding author. E-mail: ehrenba@sbu.ac.uk. 1 The UK data collection was supported by the Economic and Social Research Council. The paper is part of an SBU project on "Justifying our Advertising Budgets" (JOAB).

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N2 - Consumers' expressed attitudes to brands are often thought to show their commitment and loyalty. But when consumers were re-interviewed, on average only about 50% gave the same attitudinal Yes or No response as before, implying that attitude beliefs are often not very firmly held. This paper reports that the attitudinal repeat-rates for different brands vary about this overall 50% average. These variations for different brands are, however, systematic. They are largely dependent upon the level of initial attitudinal responses, as a further instance of Double Jeopardy effects. The variation of repeat-rates is therefore not brand-specific and it does not reflect idiosyncratic differences in brand loyalty.

AB - Consumers' expressed attitudes to brands are often thought to show their commitment and loyalty. But when consumers were re-interviewed, on average only about 50% gave the same attitudinal Yes or No response as before, implying that attitude beliefs are often not very firmly held. This paper reports that the attitudinal repeat-rates for different brands vary about this overall 50% average. These variations for different brands are, however, systematic. They are largely dependent upon the level of initial attitudinal responses, as a further instance of Double Jeopardy effects. The variation of repeat-rates is therefore not brand-specific and it does not reflect idiosyncratic differences in brand loyalty.

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KW - Brand loyalty

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The variability of attitudinal repeat-rates

Abstract

Bibliographical note

Keywords

Publisher link

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