Goodbye Aunt Jemima: Consumer Preferences for Pancake Mix Following Rebranding

Corporate political engagement is increasingly noticeable at grocery stores; however, there is limited research evaluating the impact on consumer demand. Here, we investigate the case of Aunt Jemima (AJ), which responded to criticism that the branding was racist by removing the eponymous image and renaming the brand Pearl Milling Company. We evaluate the changes on demand for both the brand and their competitors and find that renaming the brand reduced both willingness to pay for and choice of AJ and increased choice of competitors. Finally, we show these effects are mitigated significantly by informing consumers of the reason for rebranding.