NATIONAL BUREAU OF ECONOMIC RESEARCH
NATIONAL BUREAU OF ECONOMIC RESEARCH
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Do Pharmacists Buy Bayer? Informed Shoppers and the Brand Premium

Bart J. Bronnenberg, Jean-Pierre Dubé, Matthew Gentzkow, Jesse M. Shapiro

NBER Working Paper No. 20295
Issued in July 2014, Revised in January 2015

---- Acknowledgments ----

We are grateful to Kevin Murphy for inspiring this project and to numerous seminar participants for comments. We thank Jeff Eastman, Grace Hyatt, and Todd Kaiser at Nielsen for their assistance with the collection of the PanelViews Survey. We thank Art Middlebrooks, Svetlozar Nestorov, and the Marketing Data Center at the University of Chicago Booth School of Business for their help with the Homescan and RMS data. We thank the Neubauer Family Foundation, the Initiative on Global Markets at the University of Chicago Booth School of Business, the Marketing Science Institute, the National Science Foundation, and the Netherlands Foundation for Scientific Research (NWO, Vici grant) for financial support. Results in this paper are calculated based on data from The Nielsen Company (US), LLC. The views expressed herein are those of the authors and do not necessarily reflect the views of the National Bureau of Economic Research.

---- Disclosure of Financial Relationships for Matthew Gentzkow ----

I am a member of the Toulouse Network of Information Technology, a research group funded by Microsoft.

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