Vol. XLV (August 2008), 425–436 425 © 2008, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Allen M. Weiss is Professor of Marketing (e-mail: amweiss@marshall. usc.edu), and Deborah J. MacInnis is Charles L. and Ramona I. Hilliard Professor of Business Administration (e-mail: [email protected]), Marshall School of Business, University of Southern California. Nicho...
