The authors thank Robert Botto for invaluable assistance in data collection. The authors are grateful for helpful comments and feedback from David Bell, Eric Bradlow, Colin Camerer, Peter Fader, Elisabeth Honka, Raghuram Iyengar, Barbara Mellers, Robert Meyer, Aviv Nevo, and members of the anonymous review team as well as participants in the Mid-Atlantic Marketing Doctoral Symposium, the Interdisciplinary Symposium on Decision Neuroscience, the INFORMS Society for Marketing Science Conference, the Society for Neuroeconomics Annual Meeting, and the Frank M. Bass – UT Dallas Frontiers of Research in Marketing Science (UTD FORMS) Conference.
