Beating the Market: The Allure of Unintended Value

Vol. L (December 2013), 691–705 *Aner Sela is Assistant Professor of Marketing, Warrington College of Business, University of Florida (e-mail: [email protected]). Itamar Simonson is Sebastian S. Kresge Professor of Marketing, Stanford Graduate School of Business, Stanford University (e-mail: simonson_ itamar@ gsb.stanford.edu). Ran Kivetz is Philip H. Geier Jr. Professor of Marketing, Columbia Business School, Columbia University (e-mail: rk566@ columbia. edu). The authors thank the anonymous JMR reviewers for helpful comments that greatly strengthened the article. Dilip Soman served as associate editor for this article. ANER SELA, ITAMAR SIMONSON, and RAN KIVETZ*