| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w20295 |
| 来源ID | Working Paper 20295 |
| Do Pharmacists Buy Bayer? Informed Shoppers and the Brand Premium | |
| Bart J. Bronnenberg; Jean-Pierre Dubé; Matthew Gentzkow; Jesse M. Shapiro | |
| 发表日期 | 2014-07-10 |
| 出版年 | 2014 |
| 语种 | 英语 |
| 摘要 | We estimate the effect of information and expertise on consumers’ willingness to pay for national brands in physically homogeneous product categories. In a detailed case study of headache remedies we find that more informed or expert consumers are less likely to pay extra to buy national brands, with pharmacists choosing them over store brands only 9 percent of the time, compared to 26 percent of the time for the average consumer. In a similar case study of pantry staples such as salt and sugar, we show that chefs devote 12 percentage points less of their purchases to national brands than demographically similar non-chefs. We extend our analysis to cover 50 retail health categories and 241 food and drink categories. The results suggest that misinformation and related consumer mistakes explain a sizable share of the brand premium for health products, and a much smaller share for most food and drink products. We tie our estimates together using a stylized model of demand and pricing. |
| 主题 | Microeconomics ; Households and Firms ; Economics of Information ; Industrial Organization ; Industry Studies |
| URL | https://www.nber.org/papers/w20295 |
| 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/577968 |
| 推荐引用方式 GB/T 7714 | Bart J. Bronnenberg,Jean-Pierre Dubé,Matthew Gentzkow,et al. Do Pharmacists Buy Bayer? Informed Shoppers and the Brand Premium. 2014. |
| 条目包含的文件 | 条目无相关文件。 | |||||
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