The variability of attitudinal repeat-rates

F. Dall'Olmo Riley, A. S.C. Ehrenberg, S. B. Castleberry, T. P. Barwise, N. R. Barnard

Research output: Contribution to journalArticlepeer-review

70 Scopus citations


Consumers' expressed attitudes to brands are often thought to show their commitment and loyalty. But when consumers were re-interviewed, on average only about 50% gave the same attitudinal Yes or No response as before, implying that attitude beliefs are often not very firmly held. This paper reports that the attitudinal repeat-rates for different brands vary about this overall 50% average. These variations for different brands are, however, systematic. They are largely dependent upon the level of initial attitudinal responses, as a further instance of Double Jeopardy effects. The variation of repeat-rates is therefore not brand-specific and it does not reflect idiosyncratic differences in brand loyalty.

Original languageEnglish (US)
Pages (from-to)437-450
Number of pages14
JournalInternational Journal of Research in Marketing
Issue number5
StatePublished - Dec 1997

Bibliographical note

Funding Information:
* Corresponding author. E-mail: 1 The UK data collection was supported by the Economic and Social Research Council. The paper is part of an SBU project on "Justifying our Advertising Budgets" (JOAB).

Copyright 2020 Elsevier B.V., All rights reserved.


  • Attitudinal repeat-rates
  • Brand loyalty

Fingerprint Dive into the research topics of 'The variability of attitudinal repeat-rates'. Together they form a unique fingerprint.

Cite this