About the Authors

Ximena Garcia-Rada

Roles Conceptualization, Formal analysis, Methodology, Project administration, Writing – original draft, Writing – review & editing

Affiliation Marketing unit, Harvard Business School, Boston, MA, United States of America

Michael I. Norton

Roles Conceptualization, Formal analysis, Methodology, Project administration, Writing – original draft, Writing – review & editing

mnorton@hbs.edu

Affiliation Marketing unit, Harvard Business School, Boston, MA, United States of America

Competing Interests

The authors have declared that no competing interests exist.