Using data on individual portfolio holdings and on mutual fund flows, we find that low interest rates lead to significantly higher demand for income-generating assets such as high-dividend stocks and high-yield bonds. We argue that this "reachingfor-income" phenomenon is driven by investors who follow the "living off income" rule-of-thumb. Our empirical analysis shows that this preference for current income affects both household portfolio choices and the prices of income-generating assets. In addition, we explore the implications of reaching for income for capital allocation and the effectiveness of monetary policy. AN ASSET'S TOTAL RETURN CAN be broken down into two components: current income and capital gains. Miller and Modigliani (1961) show that in frictionless capital markets, rational investors should be indifferent between these two sources of return. However, this core tenet of financial economics is at odds with a large body of popular retail investment advice that advocates living off the income stream from one's investment portfolio while keeping the principal untapped. 1 Investors who follow this "rule of thumb" structure their investment portfolio not only to maximize their risk-adjusted return but also to Kent Daniel is at Columbia Business School and the NBER. Lorenzo Garlappi is at the Sauder School of Business at the University of British Columbia. Kairong Xiao is at Columbia Business School. We appreciate the helpful comments and suggestions of Stefan Nagel (editor) and two anonymous referees, and those of Malcolm Baker (discussant), Bo Becker (discussant), Giovanni Gallipoli, Michael Gallmeyer (discussant), Mathias Kronlund (discussant), Yueran Ma (discussant),