months.” Our measure gives the perc

months.” Our measure gives the percentage of respondents who were aware. For the consideration set, respondents were asked to indicate “the brands that you would consider buying” from a list of all brands in the market. We use the percentage of respondents who consider buying as the relevant measure. Liking is measured on a seven-point scale (from “like enormously,” to “not at all”), and the measure we use is the average rating. More details on these data sources are described in Srinivasan, Pauwels and Vanhuele (2010)