Double jeopardy (marketing)

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 William McPhee in 1963 who observed the phenomenon, first in awareness and liking scores for Hollywood actors, and later in behaviours (e.g.

This neuron ends here.