Modeling the Intrahousehold Behavioral Interaction

nyu.edu), and Tülin Erdem is Leonard N. Stern Professor of Business Administration and Professor of Marketing (e-mail: [email protected]. edu), Stern School of Business, NewYork University. Yi Zhao is Research Fellow of the Center for Excellence in Brand & Customer Management, J. Mack Robinson College of Business, Georgia State University (e-mail: [email protected]). Ying Zhao is Associate Professor of Marketing, Department of Marketing, Hong Kong University of Science and Technology (e-mail: [email protected]). The first author acknowledges the support from the National Science Foundation of China (Nos. 70921001 and 70631004). This article was accepted under the editorship of Joel Huber. Sunil Gupta served as associate editor for this article. SHA YANG, YI ZHAO, TÜLIN ERDEM, and YING ZHAO*