references/theories/double-jeopardy.md

# Double Jeopardy

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Loyalty metrics are interpreted without penetration context.

## Mechanism

Smaller brands usually have fewer buyers and slightly lower loyalty.

## Applied marketing use

Interpret retention and loyalty alongside buyer-base size.

## Failure modes

- Using an aggregate regularity to deny segment-specific evidence.

## Counterweights

- `brand-equity-model`

## Sources

- `source:ehrenberg-repeat-buying`