The theory of double jeopardy: An example from a forest products industry

Judd H. Michael, Paul M. Smith

Research output: Contribution to journalArticlepeer-review

3 Scopus citations


The phenomenon of double jeopardy is commonly manifested in the structure of competitive markets where items differ in their popularity. It is defined as a phenomenon in which more-popular brands not only enjoy more buyers, but also have buyers who are more loyal. Conversely, less-popular brands are chosen by a smaller number of buyers. The jeopardy is doubled because the smaller, less-popular brands are purchased less often and in smaller quantities by their fewer buyers. This paper provides results from a study that tested for attitudinal and behavioral patterns of double jeopardy for furniture-related trade shows. Data indicate that smaller, less-popular trade shows suffer from regular patterns of double jeopardy much the same as those encountered in consumer goods. Managers in any forest-based industry can use this information to recognize the existence of double jeopardy patterns and to understand ramifications for their position within a given market.

Original languageEnglish (US)
Pages (from-to)21-26
Number of pages6
JournalForest Products Journal
Issue number3
StatePublished - Mar 1 1999

All Science Journal Classification (ASJC) codes

  • Forestry
  • Materials Science(all)
  • Plant Science


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