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Andrew Ehrenberg (1 May 1926 – 25 August 2010) was a statistician and marketing scientist. For over half a century, he made contributions to data reduction/analysis and presentation, and to understanding buyer behaviour and how advertising works.
Professor Andrew Ehrenberg. Ehrenberg’s fundamental belief was quite simply that the methods of physical science are also applicable to the social sciences. This principle enabled him to establish wide-ranging empirical quantitative generalisations about human behaviour.
Andrew S C Ehrenberg. Ehrenberg-Bass Institute, University of South Australia. Verified email at marketingscience.info - Homepage. marketing consumer behaviour. Title. Sort. Sort by...
1. Nov. 2000 · First published in 1974, Ehrenberg examines the role of advertising by looking at advertising and consumption in general, then discussing competition among brands and the factors affecting brand choice, particularly for established brands of frequently bought goods. He concludes the advertising's main role is to reinforce feelings of ...
Andrew S. C. Ehrenberg. Article. Metrics. Get access. Cite. Extract. Advertising is in an odd position. Its extreme protagonists claim it has extraordinary powers and its severest critics believe them. Advertising is often effective.
- Andrew S. C. Ehrenberg
- 2000
Andrew Ehrenberg was an incisive statistician who applied statistics to the study of marketing phenomena. More specifically, to understand consumer buyer behavior and how advertising works. Andrew’s contributions to modeling and methodology in marketing are seminal.
In addition, its buyers tend to buy it less often. This pattern is an instance of a widespread phenomenon called “double jeopardy” (DJ). The authors describe the wide range of empirical evidence for DJ, the theories that account for its occurrence, known exceptions and deviations, and practical implications.
