plausible assumptions regarding this altruism and the reaction of consumers to firms that demonstrate insufficient altruism … the demand for a brand's existing products even if the quality of these existing products is well understood by consumers …. The model provides an interpretation for the dependence of the success of brand extensions on the ``fit" between the …

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 …

for innovation by establishing finite periods of market exclusivity yet simultaneously providing access to lower cost …. Recent studies sponsored by the American Association of Retired Persons focus only on brand prices and ignore substitution to …

, future consumers would be harmed at a rate of three dollars in present value terms from reduced future innovation. We obtain …

crowd out a consumer's self-inference of altruism from buying a good bundled with a charitable donation. Alternative …