Double Jeopardy Revisited
综述了“双重危险”现象，即小品牌买家少且购买频率低，总结了其证据、理论解释、例外情况及实践意义。
In any given time period, a small brand typically has far fewer buyers than a larger brand. In addition, its buyers tend to buy it less often. This pattern is an instance of a widespread phenomenon called “double jeopardy” (DJ). The authors describe the wide range of empirical evidence for DJ, the theories that account for its occurrence, known exceptions and deviations, and practical implications.