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

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Winchester, Maxwell ORCID: 0000-0001-5458-517X, 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.


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.

Additional Information

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

Item type Book Section
Official URL
ISBN 9780646563305
Subjects Historical > FOR Classification > 1505 Marketing
Historical > Faculty/School/Research Centre/Department > School of International Business
Historical > SEO Classification > 9003 Tourism
Historical > SEO Classification > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Keywords ResPubID24016, ResPubID24040, prior knowledge, fair trade, consumer behaviour, duplication of purchase, double jeopardy
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