Vol. XLII (August 2005), 291–301 291 *Haipeng (Allan) Chen is Assistant Professor of Marketing, School of Business Administration, University of Miami (e-mail: hchen@miami. edu). Sharon Ng is Assistant Professor of Marketing, Nanyang Technological University, Singapore (e-mail: [email protected]). Akshay R. Rao is General Mills Professor of Marketing and Chair of the Department of Marketing and ...