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Consumer protocol evidence against Ehrenberg’s “stochastic” theory of brand associations


  • Rossiter, John R.


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.

Suggested Citation

  • Rossiter, John R., 2010. "Consumer protocol evidence against Ehrenberg’s “stochastic” theory of brand associations," Australasian marketing journal, Elsevier, vol. 18(1), pages 36-40.
  • Handle: RePEc:eee:aumajo:v:18:y:2010:i:1:p:36-40
    DOI: 10.1016/j.ausmj.2009.10.010

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    References listed on IDEAS

    1. Gilles Laurent & Cam Rungie & Fransesca Dall'Olmo Riley & Donald Morrison & Tirthankar Roy, 2005. "Measuring and modeling the (limited) reliability of free choice attitude questions," Post-Print hal-00818684, HAL.
    2. Dolnicar, Sara & Rossiter, John R., 2008. "The low stability of brand-attribute associations is partly due to market research methodology," International Journal of Research in Marketing, Elsevier, vol. 25(2), pages 104-108.
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