Lead supervisor:
Prof Gordon Foxall 
Start date: October 2013
Award: General
Subject Pathway:
Management and Business
Thematic Cluster:
Economy, Enterprise, and Productivity Cluster
Exploring the double jeopardy of marketing within the Behavioural Perspective Model
Quantitatively explores whether the double jeopardy phenomenon prevalent in FMCG categories is also present within the Behavioural Perspective Model.