The Evolution of Brand Preferences: Evidence from Consumer Migration

Online Appendix Figure 3 shows the analogue of Figure 3 estimated separately for different demographic groups. For individual demographics, we assign the household the characteristics of the primary household member—i.e., the one whose life history information we use in our main estimation (see Section 2.2). Panel A plots relative shares separately for households where the primary household member has not or has completed a college degree. Panel B plots relative shares separately for households with annual income below or above $55,000. Panel C plots relative shares separately for households where the primary household member is male or female. In no cases do we see systematic differences between demographic groups.