Vol. XXXVIII (August 2001), 349–361 349 *Alexander Chernev is Associate Professor of Marketing (e-mail: ach@ kellogg.nwu.edu), and Gregory S. Carpenter is James Farley/Booz-Allen & Hamilton Professor of Marketing Strategy (e-mail: g-carpenter@kellogg. nwu.edu), Kellogg Graduate School of Management, Northwestern University. The authors thank Dawn Iacobucci, Angela Lee, Brian Sternthal, Alice Ty...