This paper is based on Rupali Kaul’s doctoral dissertation. The study is registered with the American Economic Association registry under AEARCTR-0005591. Support is acknowledged from the Chicago Booth Kilts Center for Marketing, INSEAD and the Leonard L. Berry Chair in Services Marketing at Mays Business School. The authors are grateful to Alyson Caito and Stephen Kagera for exceptional field research leadership and to Janine Titley and Tito Nezehose for project support. The authors also thank the participants at the Bass FORMS Conference 2022 and the Yale Customer Insights Conference 2022, as well as seminar participants at Stanford University, the University of Chicago, INSEAD, London Business School, Texas A&M University, the University of Pittsburgh, Rice University, Harvard Business School, University College London, Carnegie Mellon University, Yale School of Management, Cornell University, and the University of Southern California for comments and suggestions. All errors remain the authors’ own.
