Vol. L (June 2013), 303–316 *Liat Hadar is Assistant Professor of Marketing, Arison School of Business, Interdisciplinary Center Herzliya (e-mail: lhadar@idc.ac.il). Sanjay Sood is Associate Professor of Marketing, Anderson School of Management (e-mail: sanjay.sood@anderson.ucla.edu), and Craig R. Fox is Professor of Strategy, Anderson School of Management, and Professor of Psychology, Departme...