Bart J. Bronnenberg, Jean-Pierre Dubé, Joonhwi Joo
{"title":"Millennials and the Takeoff of Craft Brands: Preference Formation in the U.S. Beer Industry","authors":"Bart J. Bronnenberg, Jean-Pierre Dubé, Joonhwi Joo","doi":"10.3386/W28618","DOIUrl":null,"url":null,"abstract":"Differences in consumption capital across generations account for most of the craft beer share gap between millennials and baby boomers, not differences in intrinsic preferences.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"7 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2021-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"6","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Mark. Sci.","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.3386/W28618","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 6
Abstract
Differences in consumption capital across generations account for most of the craft beer share gap between millennials and baby boomers, not differences in intrinsic preferences.