Consumer protocol evidence against Ehrenberg's "stochastic" theory of brand associations

Authors

John R. Rossiter, University of WollongongFollow

RIS ID

30351

Publication Details

Rossiter, J. R. (2010). Consumer protocol evidence against Ehrenberg's "stochastic" theory of brand associations. Australasian Marketing Journal, 18 (1), 36-40.

Abstract

This small-scale experiment includes analysis of consumers¿ open-ended protocols and provides conclusive evidence disproving Ehrenberg¿s theory that brand-attribute associations are very unstable because consumers generate them probabilistically each time. The distribution of stable associations corresponds closely with deterministic brand positioning theory.