Imagine the following scenario: Two consumers, Suzy and Carrie, are both looking to buy a new car. They have identical demographic and socioeconomic profiles, go to the same dealer, interact with the same salesperson, and ultimately arrive at the same price after negotiating. Furthermore, imagine that it is possible to open up the “black box” of their minds and observe their thought processes. As it turns out, they have identical thoughts about the features of the car, from their preference for the leather interior to their appreciation for the modernshaped arch of the back fender. But a curious thing happens. Despite having identical thoughts about the car, Suzy purchases the car and Carrie decides to pass.