suggest that misinformation and related consumer mistakes explain a sizable share of the brand premium for health products …

We study the long-run evolution of brand preferences, using new data on consumers' life histories and purchases of … advertising. Heterogeneity in brand preferences explains 40 percent of geographic variation in market shares. These preferences … years in the past still exerting a significant effect on current consumption. Counterfactuals suggest that brand preferences …

We run in-store blind taste tests with a retailer's private label food brands and the leading national brand … feedback effects of brand loyalty. We also find that the intervention increases the preference for the private label brands …