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来源类型Working Paper
规范类型报告
DOI10.3386/w25214
来源IDWorking Paper 25214
Consumer Misinformation and the Brand Premium: A Private Label Blind Taste Test
Bart Bronnenberg; Jean-Pierre H. Dubé; Robert E. Sanders
发表日期2018-11-05
出版年2018
语种英语
摘要We run in-store blind taste tests with a retailer’s private label food brands and the leading national brand counterparts in three large CPG categories. In a survey administered during the taste test, subjects self-report very high expectations about the quality of the private labels relative to national brands. However, they predict a relatively low probability of choosing them in a blind taste test. Surprisingly however, an overwhelming majority systematically chooses the private label in the blinded test. During the week after the intervention, the tested private label product market shares increase by 15 share points, on top of a base share of 8 share points. However, the effect diminishes to 8 share points during the second to fourth week after the test and to 2 share points during the second to fifth month after the test. Using a structural model of demand, we show these effects survive controls for point-of-purchase prices, purchase incidence, and the feedback effects of brand loyalty. We also find that the intervention increases the preference for the private label brands, and that it decreases the preference for the national brands, relative to the outside good. The findings are consistent with a treatment effect of information on demand where the memory for this information decays slowly over time. Alternative explanations to the information treatment are ruled out.
主题Industrial Organization ; Market Structure and Firm Performance ; Other ; Accounting, Marketing, and Personnel
URLhttps://www.nber.org/papers/w25214
来源智库National Bureau of Economic Research (United States)
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资源类型智库出版物
条目标识符http://119.78.100.153/handle/2XGU8XDN/582888
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GB/T 7714
Bart Bronnenberg,Jean-Pierre H. Dubé,Robert E. Sanders. Consumer Misinformation and the Brand Premium: A Private Label Blind Taste Test. 2018.
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