The authors thank the department editor, the associate editor, and the referees for their insightful comments that improved this paper. The authors also thank Erwan Quintin, Nathan Yang, Ivy Feng, Qinglai He, Juanjuan Zhang, Yi Liu, and seminar participants at the University of Minnesota, University of Wisconsin-Madison, George Mason University, the 2025 Conference on Health IT and Analytics, 2025 INFORMS Society for Marketing Science, and the 2025 Production and Operations Management Society Conference. The authors’ analyses are partly based on data from Nielsen Consumer LLC and marketing databases provided through the NielsenIQ Data Sets at the Kilts Center for Marketing Data Center at The University of Chicago Booth School of Business. The conclusions drawn from the NielsenIQ data are those of the researcher(s) and do not reflect the views of NielsenIQ. NielsenIQ is not responsible for, had no role in, and was not involved in analyzing and preparing the results reported herein.