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 mem...

There are many opportunities in everyday life to associate consumer products with success or failure. For example, when a basketball fan drinks a particular brand of soda while watching her favorite team win a game, she may perceive that this consumption facilitated the victory. Subsequently, the fan may continue to purchase and consume this same item during future games, in an attempt to help ...

Two experiments examined whether self-regulatory goals addressed in advertising claims influence product preferences and category-brand associations. Experiment 1 provided evidence for the hypothesis that the fit between an advertising claim and consumers’ regulatory focus has an impact on product preferences. Participants were more likely to prefer products presented in an advertisement with a...

Consumers use extrinsic and intrinsic cues to set preferences and make purchase decisions. However, the extent to which luxury-related extrinsic cues determine consumer preferences and whether the relative weighting of extrinsic vs. intrinsic cues depends on consumers’ values is still unclear. We investigated how luxury vs. non-luxury brands affect consumer preferences, and how this impact is m...

Th is paper reports research on service branding carried out on the prestigious Norwegian Coastal Voyage, or Hurtigruten, which is its brand name. Th e primary research instrument employed in the research was semi-structured in-depth interviews with managers and service personnel previously and presently employed by the shipping line Hurtigruten ASA. Th e paper shows that a set of factors infl ...

Advanced e-applications require comprehensive knowledge about their users’ preferences in order to provide accurate personalized services. In this paper, we propose to learn users’ preferences to product brands from their implicit feedbacks such as their searching and browsing behaviors in user Web browsing log data. The user brand preference learning problem is challenge since (1) the users’ i...

In many settings where spatial preemption might be expected to produce tightly concentrated industry structures, firms share the market instead. Using a strategic investment model, I show that this can be rationalized by heterogeneous brand preferences, which cause new product introductions by incumbent firms to disproportionately cannibalize sales from existing affiliated products. I then pres...

Gender differences in consumer choices ond preferences were explored in two quosi-experiments. In Experiment I, business cards were collected from 144 men and 83 women attending a Young Designers exhibition. The business cards of male designers were found to be of standard size and printed on white card significantly more often than the cards of female designers. In Experiment 11, 35 female and...