Gotlieb, Jerry B.; Gwinner, Robert F.; Schlacter, John L.; St. Louis, Robert D.; Gotlieb, Jerry B.; Assistant Proffessor, Department of Marketing, University of Miami, Coral Gables, FL, 33124; Gwinner, Robert F.; Professor, Marketing, Arizona State University; Schlacter, John L.; Professor, Marketing, Arizona State University; St. Louis, Robert D.; Associate Professor, Decision and Information Systems, Arizona State University, Tempe, AZ, 85287