The Evolution of Brand Preferences: Evidence from Consumer Migration

We thank Aimee Drolet, Jon Guryan, Emir Kamenica, Kevin Murphy, Fiona Scott Morton, Jesse Shapiro, Chad Syverson, and participants at the INFORMS Marketing Science Conference, in Ann Arbor, Michigan, the 2nd Workshop on the Economics of Advertising and Marketing in Paris, France, and the NBER Summer Institute (IO) for helpful comments. We gratefully acknowledge feedback from seminar participants at the Erasmus University Rotterdam, Goethe University Frankfurt, Hong Kong University of Science and Technology, London Business School, Stanford University, Tel-Aviv University, University of California, Los Angeles, the University of Chicago, and Universidade Nova Lissabon. We thank Grace Hyatt and Todd Kaiser at Nielsen for their assistance with the collection of the data, and the Marketing Science Institute, the Neubauer Family Foundation, and the Initiative on Global Markets at the University of Chicago Booth School of Business for financial support. The views expressed herein are those of the authors and do not necessarily reflect the views of the National Bureau of Economic Research.