Two very well-known empirical generalisations in marketing are Double jeopardy (DJ) and the duplication of purchase law (DoP). These generalisations provide important insights into consumer buying behaviour but require ongoing replication and extension to determine the conditions under which they hold. Surprisingly, despite growing recognition of the role of customer mindset metrics in brand choice, DJ, and DoP have not been extensively tested within this context. We therefore analyse survey data (n = 1862) in three repertoire and two subscription markets to determine whether two key mindset metrics, brand awareness and brand consideration, also follow DJ and DoP patterns. Our study successfully demonstrates that brands with low recognition suffer twice with lower unaided brand recall and lower purchase consideration. While brand recall and consideration follow a linear DJ trend, brand recognition and consideration follow an exponential DJ trend. We also confirm the existence of Duplication of Awareness and Duplication of Consideration patterns. Brands share greater awareness or consideration levels with other highly recognised or considered brands than with lowly recognised or considered brands. However, contrary to the DoP law, we find consistent market partitioning, with category buyers who are aware of, or consider smaller brands also being aware of, or considering other smaller brands at a slightly greater rate than expected. We provide possible explanations for differing DJ slopes and duplication partitions, as well as theoretical and managerial implications.

中文翻译：

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客户心态指标的经验概括

营销中两个非常著名的经验概括是双重危险（DJ）和重复购买法（DoP）。这些概括提供了对消费者购买行为的重要见解，但需要不断复制和扩展以确定它们所处的条件。令人惊讶的是，尽管人们越来越认识到客户心态指标在品牌选择中的作用，但 DJ 和 DoP 尚未在此背景下进行广泛测试。因此，我们分析调查数据（n = 1862）在三个曲目和两个订阅市场中确定两个关键的心态指标，品牌知名度和品牌考虑是否也遵循 DJ 和 DoP 模式。我们的研究成功地表明，认知度低的品牌因独立品牌召回率和购买考虑率低而遭受两次损失。虽然品牌召回和考虑遵循线性 DJ 趋势，但品牌认知度和考虑遵循指数 DJ 趋势。我们还确认存在重复意识和重复考虑模式。品牌与其他高度认可或考虑的品牌比与低认可或考虑的品牌具有更高的知名度或考虑水平。然而，与 DoP 法相反，我们发现市场划分一致，类别买家知道，或考虑较小的品牌也意识到，或以略高于预期的速度考虑其他较小的品牌。我们为不同的 DJ 斜率和重复分区提供了可能的解释，以及理论和管理影响。