We study how the historical memories of war affect consumer choices of brands from different country-of-origins in the context of the Chinese automotive market. Our research design exploits two natural experiments: (i) the Imperial Japanese Army's Continental Cross-Through Operation in 1944 in...

We study how shared experiences of political events can have a long-term effect on consumers' identity-driven brand choices, and how geopolitical conflicts can activate the effect. Our empirical strategy uses a generalized difference-in-differences design to exploit spatial variations in the...

This Online Appendix provides supporting materials to Historical Memory and Brand Preference (Chen and Zhong, 2019).We study how the historical memories of war affect consumer choices of brands from different country-of-origins in the context of the Chinese automotive market. Our research design...

A foundational problem in marketing and economics involves accurately predicting purchase decisions at both individual and aggregate levels. Building on recent advances in neuroeconomic models of decision making, we investigate the possibility of improving upon the prediction accuracy of popular...