Vol. XLV (June 2008), 293–306 293 © 2008, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Rebecca J. Slotegraaf is Assistant Professor of Marketing and Eli Lilly Faculty Fellow, Kelley School of Business, Indiana University (e-mail: [email protected]). Koen Pauwels is Associate Professor of Business Administration, Tuck School of Business, Dartmouth College (e...