Dilip Soman is assistant professor of marketing at the College of Business and Administration, CB 419, University of Colorado at Boulder, Boulder,

CO 803090419, Phone: (303) 492-4149. I thank John Gourville, Chris Hsee, Satya Menon and Arti Sahni-Notani for helpful comments on previous drafts. I also thank Kareen Kinzli, Michael Walker and Julien Cayla for research assistance