000			02569cam a22003497 4500
001			w16267
003			NBER
005			20211020111119.0
006			m o d
007			cr cnu||||||||
008			210910s2010 mau fo 000 0 eng d
100	1		_aBronnenberg, Bart J.
245	1	4	_aThe Evolution of Brand Preferences: _bEvidence from Consumer Migration / _cBart J. Bronnenberg, Jean-Pierre H. Dube, Matthew Gentzkow.
260			_aCambridge, Mass. _bNational Bureau of Economic Research _c2010.
300			_a1 online resource: _billustrations (black and white);
490	1		_aNBER working paper series _vno. w16267
500			_aAugust 2010.
520	3		_aWe 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.
530			_aHardcopy version available to institutional subscribers
538			_aSystem requirements: Adobe [Acrobat] Reader required for PDF files.
538			_aMode of access: World Wide Web.
588	0		_aPrint version record
690		7	_aD12 - Consumer Economics: Empirical Analysis _2Journal of Economic Literature class.
690		7	_aL1 - Market Structure, Firm Strategy, and Market Performance _2Journal of Economic Literature class.
700	1		_aDube, Jean-Pierre H. _933275
700	1		_aGentzkow, Matthew. _929512
710	2		_aNational Bureau of Economic Research.
830		0	_aWorking Paper Series (National Bureau of Economic Research) _vno. w16267.
856	4	0	_uhttps://www.nber.org/papers/w16267
856			_yAcceso en línea al DOI _uhttp://dx.doi.org/10.3386/w16267
942			_2ddc _cW-PAPER
999			_c331856 _d290418