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Double jeopardy in television program choice

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Abstract

Double jeopardy is a phenomenon in which a brand with a low market share not only has fewer customers, but these customers are not very brand loyal. This note reports the results of a study designed to investigate the occurrence of this double jeopardy phenomenon in television program choice. Survey data show that double jeopardy is especially prevalent in television programs that directly compete with each other. Double jeopardy in television program choice may be the consequence of asymmetry in awareness of television programs.

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Authors and Affiliations

  1. Georgia State University, USA

    Naveen Donthu

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  1. Naveen Donthu
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Additional information

He received his M.S. in Management Science and Ph.D. in Marketing from the University of Texas at Austin. His work in the areas of research methodology, comparative and outdoor advertising, and Hispanic consumer research have appeared in several marketing and advertising journals includingMarketing Science, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Advertising Research, Psychology and Marketing, andMarketing Letters.

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Donthu, N. Double jeopardy in television program choice. JAMS 22, 180–185 (1994). https://doi.org/10.1177/0092070394222007

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  • DOI: https://doi.org/10.1177/0092070394222007

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