The authors thank Linghang Zeng, Sarah Moshary, Abigail Sussman, Helen van der Sluis, Elise Chandon Ince, and participants of seminars at the University of Wisconsin-Madison and ISMS Marketing Science Conference for excellent comments on the manuscript. The authors thank two anonymous reviewers, associate editor, and senior editor for insightful comments. O. C. Ozturk and C. He contributed equally to this paper. The authors dedicate this paper to the memory of Jorge M. Silva-Risso, who provided the transaction data.