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The Dirichlet Model of repeat buying and brand choice, promulgated by Dr. Ehrenberg, is a negative binomial distribution extended to account for brand choices.
“The realistic task for advertising is not to change what people think about your brand, which is always hard to achieve, but to have them think about your brand at all. As Dr. Johnson said almost 300 years ago, “Men more frequently require to be reminded than informed.” Dr. Ehrenberg
1. ”My Research in Marketing: how it happened” – invited contribution to American Marketing Association’s Marketing Research
2. Ehrenberg, A.S.C. (1959), “The Pattern of Consumer Purchases,” Applied Statistics.
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