Morris B. Holbrook is the W. T. Dillard Professor of Marketing, Graduate School of Business, Columbia University, New York, NY 10027, U.S.A. (+1-212-873-7324).

Takeo Kuwahara is Lecturer, Faculty of Policy Management, Keio University at Shonan Fujisawa, 5322 Endoh, Fujisawa, Kanagawa 252, Japan (+81-(0)466-47-5111).

The authors contributed equally to this project and are listed alphabetically. They gratefully acknowledge the help of their graduate students in two marketing classes at the Columbia Business School and the support of that school's Faculty Research Fund.