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James Anderson is the William L. Ford Distinguished Professor of Marketing/Wholesale Distribution at the Kellogg School of Management, Northwestern University (IL); he is also a Fellow at the American Psychological Association, and has worked as a research psychology in corporate marketing at DuPont. Nirmalya Kumar is Professor of Marketing, Director of Centre for Marketing, and Co-Director of Aditya V. Birla India Center at London Business School; he taught previously at Columbia University, Harvard Business School, IMD, and Northwestern University. James Narus is a Professor of Marketing at the Babcock Graduate School of Management, Wake Forest University (Charlotte, NC); he is a member of the American Marketing Association, and has also worked in the corporate research division of DuPont.