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The importance of prior knowledge in understanding consumer purchases of fair trade brands

Winchester, Maxwell, Nencyz Thiel, Magda, Arding, Rachael and Lees, Gavin (2011) The importance of prior knowledge in understanding consumer purchases of fair trade brands. In: Australia New Zealand Marketing Academy Conference 2011 : Proceedings. MacCarthy, Martin, ed. School of Marketing, Edith Cowan University, Perth.

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This paper considers the importance of prior knowledge within the academic marketing community. Then using prior knowledge, in particular two well known empirical generalisations in consumer purchase patterns, duplication of purchase and double jeopardy, reviews previous studies of consumer purchases of fair trade brands. The paper shows that the use of prior knowledge – in this case the duplication of purchase law and double jeopardy - can help to interpret consumer panel data and may change the way that data is interpreted.

Item Type: Book Section
ISBN: 9780646563305
Additional Information:

Paper 202, track 04. Conference held Perth, 28-30 November.

Uncontrolled Keywords: ResPubID24016, ResPubID24040, prior knowledge, fair trade, consumer behaviour, duplication of purchase, double jeopardy
Subjects: FOR Classification > 1505 Marketing
Faculty/School/Research Centre/Department > School of International Business
SEO Classification > 9003 Tourism
SEO Classification > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Depositing User: VUIR
Date Deposited: 15 Jan 2013 03:28
Last Modified: 15 Jan 2013 04:06
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