Andrew Ehrenberg

Infobox Person
name = Andrew S.C. Ehrenberg


caption =
birth_date = birth date and age|1926|5|1
birth_place = Southall, Middlesex, UK
death_date =
death_place =
other_names =
known_for =
occupation = Academic, Research Professor at London South Bank University
spouse =
children =
parents = Hans Ehrenberg
website = [http://www.marketingscience.info/people/Andrew.html www.marketingscience.info/...]
footnotes =

Andrew S. C. Ehrenberg (born 1926) is very widely known as a marketing scientist.

Recently was forced to retire from the university after striking a collegue in the face and claiming he was Jesus.

Andrew Ehrenberg spent most of his working life studying consumers' repeat-buying behaviour [ [http://www.lsbu.ac.uk/bcim/research/ehrenberg/documents/EhrenbergBibliography/HowItHappened.pdf "My Research in Marketing: how it happened" - invited contribution to American Marketing Association's "Marketing Research"] ] . In half a century of work Andrew fundamentally upturned the beliefs of marketing people about consumer loyalty and also how advertising works. He is famous for discovering that the distribution of brand purchase rates follows a very predictable pattern, the Negative Binomial Distribution (NBD) [Ehrenberg, A.S.C. (1959), "The Pattern of Consumer Purchases," Applied Statistics, 8 (No. 1), 26-41.] . He is also widely associated with the Double Jeopardy [Ehrenberg, Andrew S.C., Gerald J. Goodhardt, and T. Patrick Barwise (1990), "Double Jeopardy Revisited," Journal of Marketing, 54 (July), 82-91] pattern in attitudes and brand performance metrics.

In the early 1980s, with Gerald Goodhardt and Chris Chatfield, he extended the NBD model to account for brand choices. Finally published in 1984 [Goodhardt, Gerald J., Andrew S.C. Ehrenberg, and Christopher Chatfield (1984), "The Dirichlet: A Comprehensive Model of Buying Behaviour," Journal of the Royal Statistical Society, 147 (part 5), 621-55.] the NBD-Dirichlet model of brand choice successfully modeled the repeated category and brand purchases within a wide variety of markets. 'The Dirichlet', as it became known, accounts for a number of empirical generalisations, including Double Jeopardy, the Duplication of Purchase law, and Natural Monopoly [Ehrenberg, Andrew S.C., Mark D. Uncles, and Gerald G. Goodhardt (2004), "Understanding Brand Performance Measures: Using Dirichlet Benchmarks," Journal of Business Research, 57 (12), 1307-25.] . It has been shown to hold over different product categories, countries, time, and for both subscription and repertoire repeat-purchase markets [Sharp, Byron, Malcolm Wright, and Gerald Goodhardt (2002), "Purchase loyalty is polarised into either repertoire or subscription patterns," Australasian Marketing Journal, 10 (3), 7.] . It has been described as one of the most famous empirical generalisations in marketing, along with the Bass model of diffusion of innovation.

References

External links

* [http://www.MarketingScience.info// Ehrenberg-Bass Institute for Marketing Science]