of Management, University of California, Los Angeles (e-mail: suzanne. [email protected]). Ayelet Gneezy is Assistant Professor of Marketing, Rady School of Management, University of California, San Diego (e-mail: [email protected]). This article is based in part on Suzanne Shu’s doctoral dissertation. The authors thank the excellent JMR review team; Gal Zauberman; and dissertation committee...
