The authors thank the authors of Toubia et al. (2003), Hainmueller et al. (2014), and Allenby and Ginter (1995) for making their data sets available, which were used in the experiments in Section 5.2. The authors also thank the department editor George Shanthikumar, the associate editor, and three anonymous referees for their helpful and constructive feedback that has significantly improved the quality of the paper.