Rajeev Batra is S.S. Kresge Professor of Marketing, Ross School of Busi- ness (e-mail: rajeevba@umich.edu), and Richard P. Bagozzi is Dwight F. Benton Professor of Behavioral Science in Management, Ross School of Business, and Professor of Clinical, Social and Administrative Sciences, College of Pharmacy (e-mail: bagozzi@umich.edu), University of Michi- gan. Aaron Ahuvia is Professor of Marketing, College of Business, Univer- sity of Michigan–Dearborn (e-mail: ahuvia@umich.edu). All authors con- tributed equally. The research assistance of Ryan S. Elder and the helpful comments of Cele Otnes and Zeynep Gurhan-Canli are gratefully acknowledged.This article was accepted under the editorship of Ajay Kohli.