The first two authors contributed equally to this research. The authors thank Lea Dunn, Manuel Hermosilla, Ayelet Israeli, David Levari, Sarah Moshary, Olivia Natan, Devesh Raval, John Roberts, Michael Thomas, Shruthi Venkatesh, Jonathan Zhang, and audiences at Colorado State University, Stanford University, and the JMR Mitigation in Marketing conference for helpful comments and suggestions. The authors also thank IRI for making the data available. All estimates and analysis in this paper, based on data provided by IRI, are by the authors and not by IRI. Researcher(s) own analyses calculated (or derived) based in part on data from The Nielsen Company (US), LLC, and marketing databases provided through the Nielsen Datasets at the Kilts Center for Marketing Data Center at The University of Chicago Booth School of Business. The conclusions drawn from the Nielsen data are those of the researcher(s) and do not reflect the views of Nielsen. Nielsen is not responsible for, had no role in, and was not involved in analyzing and preparing the results reported herein. The authors also thank Nielsen and Jeff Herrmann for providing access to the Nielsen PlaceViews data.
