Who affects whom in daily newspaper markets?
Who affects whom in daily newspaper markets?
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DOI：
10.1086/375380
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发表时间：
2003-08-01
影响因子：
8.2
通讯作者：
Waldfogel, J
中科院分区：
文献类型：
--
作者：
George, L;Waldfogel, J
当消费者有相似的偏好时，更多的消费者会推出对他人具有正“偏好外部性”的产品。然而，如果不同的消费者群体有很大的不同偏好，这些群体推出的产品对自己更具吸引力，对他人的吸引力较小。我们记录了黑人和白人作为日报消费者的身份，他们分别更有可能在黑人和白人人口较多的市场购买日报。类似的结果也适用于拉美裔和非拉美裔，但不受教育程度、收入或年龄的影响。我们提供的证据表明，产品定位是我们业绩的基础。
When consumers share similar preferences, additional consumers will bring forth products that confer positive "preference externalities" on others. However, if distinct groups of consumers have substantially different preferences, the groups bring forth products with more appeal to themselves and less appeal to others. We document that in their capacity as daily newspaper consumers, blacks and whites are more likely to buy daily newspapers in markets with larger black and white populations, respectively. Similar results hold for Hispanics and non-Hispanics, but not by education, income, or age. We provide evidence that product positioning underlies our results.