In this paper, we propose a method to visualize online consumer search in so-called product search maps. Manufacturers can use these maps to understand how consumers search for competing products prior to choice, including how information acquisition and product search is organized along brand-,...

We 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...

Why do consumers value shopping online? We decompose the value of e-commerce to individual consumers and highlight the role of convenience, i.e., the avoidance of transportation costs. We complement household purchase panel data with precise locations of consumers and stores, and show that...

Individual demand for consumer packaged goods shows discrete jumps between zero and large quantities, under a marginal change in price. Ruling out multiple alternative explanations, this paper provides evidence from micro-data in the yogurt category that these jumps are caused by consumer fixed...

We run in-store blind taste tests with a retailer's private label food brands and the leading national brand counterparts in three large CPG categories. In a survey administered during the taste test, subjects self-report very high expectations about the quality of the private labels relative to...