Double Jeopardy Effect Research Articles

A Comparison of Social Media Influencers’ KPI Patterns across Platforms

Brand managers increasingly incorporate influencer marketing in their marketing strategies, but methods for evaluating the effectiveness of influencers and choosing the best personalities to collaborate with are unreliable. This study addresses this shortfall by examining classic key performance indicators (<i>i.e.</i>, the number of followers and engagement rate) of 180 influencers on Facebook, Instagram, YouTube, TikTok, and Twitter. The analysis is based on a sample of more than 35,000 posts and considers the influencers’ areas of expertise. Among the key findings, the authors detected differences in double jeopardy effects (reverse, classic, and no double jeopardy) among mature, growing, and changing social media platforms. The findings carry practical implications for establishing partnerships between brands and influencers.

Young Female Managers Are Less Endorsed as Leaders When Claiming Leadership in Interactions

Integrating implicit leadership theory with intersectionality theory, we propose that the extent to which a manager is endorsed when claiming leadership is a function of a manager’s gender (i.e., being female) and their age difference between manager and employee (i.e., being older). We test our hypothesis using a fine-grained relational control coding approach to analyze the meeting communication of 55 manager-employee dyads in daily workplace meetings. Providing support for a double jeopardy effect, we found that female managers who are younger than their employees are less endorsed for displaying leader claiming behaviors, whereas female managers who are older than their employees are more endorsed. For male managers, age did not matter – younger and older male managers claiming leadership were equally endorsed. Our work suggests that existing research on gender biases benefits from an intersectional lens – integrating additional demographic characteristics – when explaining leadership endorsement.

The link between stereotypical leader traits and perceived electability: Do Black women politicians face double jeopardy?

AbstractThis paper examined whether Black women political candidates face double jeopardy in voter perceptions of electability due to Black women being perceived as having fewer traditional leader traits compared to White male, White female, and Black male candidates. Due to increasing political polarization in the United States, concerns over electability are at the forefront of many voters’ minds when casting their ballots. Traditional conceptions of electability are built upon racialized and gendered notions of what traits connote an effective leader; thus, women and racial minority candidates are often perceived as less electable compared to White men. However, research has not adequately examined the intersectional aspect of electability bias. The current study proposed a double jeopardy effect: we expected that participants (n = 454) would perceive Black women, compared to White men, White women, and Black men, as lower in competence and leadership ability, which would lead to lower electability perceptions and voting intentions. Unexpectedly, there were mixed findings for the effects of race/gender on competence and leadership ability, and we did not find any evidence that candidate race/gender related to electability or voting intentions. We discuss potential explanations for these null findings and suggest avenues for future research.

Double Jeopardy Versus Double Benefit: The Role of Age and Leisure Activities in the Incidence of Disability Among Chinese Older Adults.

Objectives: This paper analyzes the double jeopardy effect of age and double benefit of leisure activities in the incidence of disability. Methods: This study uses data from the Chinese Longitudinal Healthy Longevity Survey between 2002 and 2014. Disability status is measured by activities of daily living. Leisure activities include physical and social activities. A generalized linear mixed model with a time-lag design is used to analyze the trajectory of being disabled. Results: Older ages are associated with double jeopardy of disability: higher initial probability and faster pace. The double benefit of leisure activities is confirmed: lower initial probability and a slower pace of change in disability over time. The age pattern is substantially alleviated when leisure activities and other covariates are present. Discussion: Although the risk of disability rises with advancing age, the over-time trajectory can be flattened by engagement in leisure activities and other factors.

Double jeopardy effect of perceived discrimination and lack of parental support on depression among adolescents of immigrant parents

This study examined the double jeopardy effect of perceived discrimination and lack of parental support on depression among adolescents of immigrant parents in the United States. Two complementary ...

Brazilian managers’ ageism: a multiplex perspective

PurposeThe purpose of this paper is to explore the Brazilian managers’ attitudes toward older workers, and how those attitudes explain HRM decisions in hypothetical scenarios.Design/methodology/approachBrazilian managers (n=201) reported their attitudes toward older workers and their decisions in scenarios involving an older vs a younger applicant/worker.FindingsIn spite of expressing positive attitudes toward older workers, a significant number of managers chose a younger one even when the older worker is described as more productive. To build a better understanding of how attitudes predict decisions, it is necessary to identify attitudinal profiles and the interplay between attitudinal dimensions, rather than simply studying each dimension separately. Attitudinal profiling also shows that some managers discriminate against younger workers, a finding, that is, ignored when (only) regressions are taken into account. The managers’ attitudes and behavioral intentions relate with their age. Evidence does not support the double jeopardy effect against older women workers.Research limitations/implicationsThe sample is small. The scenarios cover a reduced number of HRM decisions. The data about attitudes and decisions were collected simultaneously from a single source. The findings may be influenced by idiosyncrasies of the context. Future studies should also consider real situations, not hypothetical ones.Practical implicationsEfforts must be made (e.g. via training and development) to raise managers’ awareness about the consequences of ageism in organizations.Originality/valueEmpirical studies about managers’ perceptions/attitudes toward older workers are scarce. Studies in the Brazilian context are even scarcer.

When Are Apps Worth Paying For?

Through the use of established marketing laws such as the brand usage and image relationship and the Double Jeopardy effect, this research shows how to analyze the market performance of different types of mobile apps. The key empirical findings are as follows: apps linked to an offline/online brand attract more users and obtain stronger brand image if made available to consumers at no cost; apps branded independently attract more users and obtain stronger brand image if offered at a price. These outcomes significantly add to existing knowledge about branded apps, and demonstrate that longstanding marketing laws support the understanding and evaluation of market trends in the mobile digital context. These findings also translate into practical guidelines relevant to managers of existing brands wanting to launch an app, as well as managers wanting to market apps as stand-alone digital products.

Double jeopardy benchmarks for political polls

Consumer goods marketers often benchmark brand performance against known patterns of consumer loyalty, such as the law of double jeopardy. This law states that lesser known brands suffer twice; fewer people buy them, and those that do like them less and are less loyal. Unless double jeopardy effects are understood the performance of a small brand may be misinterpreted as poor when it is in fact normal for a brand of that size. Political opinion polls also show double jeopardy effects, although the evidence base remains thin. We provide fresh evidence of double jeopardy in political opinion polls in a New Zealand context, and show how to benchmark politicians' performance against the double jeopardy line. We discuss insights arising from this new method of analyzing political performance.

Exploring sport brand double jeopardy: The link between team market share and attitudinal loyalty

Marketers are charged with the responsibility of attracting consumers and encouraging loyalty for their brands. Double jeopardy, a marketing law observed across numerous product and service settings, contends that loyalty is largely influenced by a brand's market share. There have been suggestions that sport may be one of the few areas immune to such effects, providing researchers with an opportunity to test how sport brand loyalty may be impacted by market share. The current research capitalises on this opportunity by assessing the effects of market share on attitudinal loyalty reported by a sample of 794 Australian sport fans. ANOVA tests revealed that fans of high market share brands displayed higher levels of attitudinal loyalty towards their favourite teams in comparison to small market share team fans. Further tests revealed that differences existed in terms of the brand association perceptions held by high and small market share team fans, and how these contributed to predicting attitudinal loyalty. Consequently, sport marketers should be cognisant of double jeopardy effects when evaluating sport brands and formulating marketing strategies, though future research is needed to determine the full applicability of double jeopardy within the sport context.

A temporal analysis of behavioural brand loyalty among urban Chinese consumers

Chinese marketing is evolving, and this is having a dramatic influence on the incomes and spending patterns of consumers. Set against these longer-run trends, the contribution of this paper is to examine the year-on-year persistence of brand purchasing and behavioural brand loyalty in packaged goods markets in China. Revealed preference data for two product categories (toothpaste and soy sauce) in two contrasting cities (Shanghai and Xi'an) are analysed, with particular attention being paid to whether brand purchasing and behavioural brand loyalty are invariant over a five-year period. Conceptually, the NBD-Dirichlet model of brand choice and purchase incidence is employed. Analysis shows that patterns found in the Chinese data are quite similar to those reported previously for Western markets, with invariant results over time – notwithstanding supply-side and demand-side changes over the study period. In particular, the double jeopardy effect and multi-brand loyalty are consistently observed in the toothpaste and soy-sauce markets in both cities over the full five-year period. Results distinct to the Chinese market are also identified: exclusive brand loyalty appears to be declining in favour of multi-brand loyalty, and there are between-city differences in the magnitude of this decline.

Revealing a Double Jeopardy Effect in Radio Station Audience Behavior

Scores of consumer behavior studies have confirmed what has been called a double jeopardy effect, whereby brands earning small market shares attract fewer customers but also experience less customer loyalty than more popular brands. This two-fold plight of the small brand has also been detected among consumers of media, such as newspapers and television programs. This study hypothesized a similar double jeopardy behavior among radio station audiences. Using ratings-based turnover ratio and exclusive cume as operationalizations for listener loyalty, an analysis of over 1,600 stations revealed that, despite radio's emphasis on niche marketing, a significant double jeopardy effect can still be found. Furthermore, station competition and program format were tested as intervening variables.

Loyalty transfer from offline to online stores in the UK grocery industry

PurposeAims to examine the effectiveness of UK supermarkets in transferring store loyalty to online loyalty.Design/methodology/approachAn online survey of university staff is used to test both the brand equity proposition that loyal customers are more likely to adopt brand extensions, and the double jeopardy model's prediction that market leaders benefit disproportionately from loyalty transference.FindingsThe study provides support for the brand equity and double jeopardy propositions. Tesco's and Sainsbury's dominance of both the online and offline markets, coupled with their retention indices of 92 per cent (Tesco) and 76 per cent (Sainsbury's), support the brand equity view. Tesco also attracts a disproportionately higher percentage of its customers from competitors (67 per cent) compared with Sainsbury's (14 per cent), suggesting that it is benefiting from its market leadership position, as predicted by the double jeopardy model.Research limitations/implicationsThe relatively small size and restricted nature of the sample means that the exploratory findings now need to be investigated more rigorously. A larger sample would permit a more detailed exploration of the relationships between the different aspects of online loyalty.Practical implicationsThe research suggests that smaller retail brands have two main options, namely growing the size of the brand or building a niche brand. For a market leader the challenge is to become a “super‐loyalty brand”. That is, to achieve levels of loyalty higher than predicted by the double jeopardy effect, either through segmentation or through better service provision than that of competitors.Originality/valueThis is the first study to examine transferability of store loyalty to online loyalty and demonstrate the usefulness of the brand equity and double jeopardy models for understanding and predicting loyalty transfer behaviour.

Comparing double jeopardy effects at the behavioral and attitudinal levels

The marketing phenomenon known as the double jeopardy (DJ) effect has continued to intrigue marketing scholars and practitioners over the last four decades. It is often found that, vis‐à‐vis the more popular brands, the less popular brands not only attract fewer customers but these customers buy these brands less frequently. The term “double jeopardy” is used to express this twin disadvantage faced by the less popular brands. Marketing researchers have shown that the DJ effect extends to many product categories (e.g. toothpaste or coffee), media (e.g. radio and television), and distribution channels (e.g. individual stores). Attitudinal measures are developed for both brand penetration and its frequency of use: two key elements used to measure the DJ effect. It is also empirically demonstrated, using attitudinal and behavioral data supplied by a large multinational company, how attitudinal measures unravel strengths and vulnerabilities of individual brands and how these insights can help managers in accurate brand positioning.

Using TV Daypart ‘Double Jeopardy Effects’ to Boost Advertising Efficiency

Several TV audience studies have revealed a ‘Double Jeopardy effect’ whereby highly rated programs generate not only more viewers but also disproportionately more loyal viewers than lower-rated programs. In these cases, loyalty was measured as weekly or daily repeat viewing of an individual program. This study expands on prior work by introducing a different operationalization of audience loyalty, namely audience turnover revealed within multi-hour dayparts. By concentrating on continuous audience retention, the researchers demonstrate how this approach could yield new media-buying strategies in terms of boosting frequency of exposure without sacrificing reach. Over 100 Nielsen diary-based sweep markets were analyzed to confirm that a double-jeopardy effect does in fact exist using this different methodology.

The variability of attitudinal repeat-rates

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.

An investigation of jeopardy effects in store choice

This study examines double jeopardy effects in store choice and explores the phenomenon of triple jeopardy in the same context. Analysis of IRI household panel data revealed modest evidence that relative to large stores, small stores, ie those with low sales volumes, have fewer customers who visit them less often (double jeopardy) and spend less per visit (triple jeopardy). Asymmetry of familiarity, generally offered as an explanation for double jeopardy, cannot explain triple jeopardy. A partial explanation for both jeopardy effects in the context of store choice may lie instead in the relatively small range of product offerings at small stores. Managerial implications of these findings are offered.

The Liking and Viewing of Regular TV Series

How does audience evaluation relate to audience size? In practice, television viewers give series liking scores that are middling rather than high because TV series are watched irregularly by most of their viewers, and how much viewers say they like a series varies with how often they watch it. There is also a Double Jeopardy effect whereby series with small audiences are liked somewhat less by their relatively few viewers than the more popular series are liked by theirs. Also, more demanding programs tend to get slightly higher liking scores than entertainment programs after allowing for their often smaller audiences.