Households sending members to work away from home often receive information about lifestyles and consumption behaviors in those migration destinations (i.e., social remittances) along with economic remittances. We investigate the effect of having a migrant household member on household brand expenditures in rural India—a market characterized by substantial consumption of unbranded products. We collect and analyze household-level survey data from 434 households across 30 villages using an instrumental variable strategy. Economic remittances result in greater brand expenditure and this level is higher for poorer households. After controlling for economic remittances, the effect of migration on brand expenditures is more positive for households residing in more populous villages, with greater access to mobile phones, lower viewership of television media, and with less recently departed migrants. We demonstrate how marketing resource allocation across villages can be improved by incorporating migration data and provide insights for household targeting in the context of door-to-door selling in villages. Our results are robust to alternate, public policy-based instruments, and can be generalized to expenditure on private schools. Using additional survey data from 300 households in 62 new villages, we replicate our results by comparing within-households brand expenditures before and after the migration event.

派遣成员到外地工作的家庭通常会收到有关这些移民目的地的生活方式和消费行为的信息（即社会汇款）以及经济汇款。我们调查了在印度农村地区拥有移民家庭成员对家庭品牌支出的影响，该市场的特征是大量消费非品牌产品。我们采用工具变量策略收集并分析了30个村庄的434户家庭的调查数据。经济汇款会增加品牌支出，而贫困家庭的这一水平会更高。在控制了经济汇款之后，迁移对品牌支出的影响对于居住在人口稠密村庄，拥有更多移动电话的家庭来说更为积极，电视媒体的收视率较低，并且移民人数减少了。我们演示了如何通过合并迁移数据来改善村庄之间的营销资源分配，并在村庄进行门到门销售的情况下提供以家庭为目标的见解。我们的结果对于替代性的，基于公共政策的工具是可靠的，并且可以推广到私立学校的支出。使用来自62个新村庄的300户家庭的其他调查数据，我们通过比较迁移事件之前和之后的家庭内部品牌支出来复制我们的结果。我们的结果对于替代性的，基于公共政策的工具是可靠的，并且可以推广到私立学校的支出。使用来自62个新村庄的300户家庭的其他调查数据，我们通过比较迁移事件之前和之后的家庭内部品牌支出来复制我们的结果。我们的结果对于替代性的，基于公共政策的工具是可靠的，并且可以推广到私立学校的支出。使用来自62个新村庄的300户家庭的其他调查数据，我们通过比较迁移事件之前和之后的家庭内部品牌支出来复制我们的结果。