| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w16267 |
| 来源ID | Working Paper 16267 |
| The Evolution of Brand Preferences: Evidence from Consumer Migration | |
| Bart J. Bronnenberg; Jean-Pierre H. Dube; Matthew Gentzkow | |
| 发表日期 | 2010-08-12 |
| 出版年 | 2010 |
| 语种 | 英语 |
| 摘要 | We study the long-run evolution of brand preferences, using new data on consumers' life histories and purchases of consumer packaged goods. Variation in where consumers have lived in the past allows us to isolate the causal effect of past experiences on current purchases, holding constant contemporaneous supply-side factors such as availability, prices, and advertising. Heterogeneity in brand preferences explains 40 percent of geographic variation in market shares. These preferences develop endogenously as a function of consumers' life histories and are highly persistent once formed, with experiences 50 years in the past still exerting a significant effect on current consumption. Counterfactuals suggest that brand preferences create large entry barriers and durable advantages for incumbent firms, and can explain persistence of early-mover advantage over long periods. Variation across product categories shows that the persistence of brand preferences is related in an intuitive way to both advertising levels and the social visibility of consumption. |
| 主题 | Microeconomics ; Households and Firms ; Industrial Organization ; Market Structure and Firm Performance |
| URL | https://www.nber.org/papers/w16267 |
| 来源智库 | National Bureau of Economic Research (United States) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/573941 |
| 推荐引用方式 GB/T 7714 | Bart J. Bronnenberg,Jean-Pierre H. Dube,Matthew Gentzkow. The Evolution of Brand Preferences: Evidence from Consumer Migration. 2010. |
| 条目包含的文件 | ||||||
| 文件名称/大小 | 资源类型 | 版本类型 | 开放类型 | 使用许可 | ||
| w16267.pdf（370KB） | 智库出版物 | 限制开放 | CC BY-NC-SA | 浏览 | ||
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