Three business school professors recently set out to discover what accounts for regional differences in product choices by consumers.
Although about 60 percent of it had to do with regional sales and marketing, a startling 40 percent stemmed from what they described in The American Economic Review as “persistent brand preferences.” Past experiences with the product or memories of family and friends using it shaped their buying decisions.
Democrats’ hopes of holding the Senate this fall rest significantly on the political equivalent of that “brand capital.” CONT.
John Harwood, New York Times