Brand Spillovers‪.‬

I. INTRODUCTION Scenario 1: Jane sees a newspaper advertisement for her local drugstore offering Tylenol analgesics at an attractive price. Jane decides to visit the drugstore to purchase a bottle. When she gets to the analgesics aisle, she notices a store-branded substitute for Tylenol right next to Tylenol. The store brand is cheaper than Tylenol, so Jane decides to purchase the store brand instead. As she walks back to the cash register, Jane notices that her favorite shampoo brand is prominently displayed at the end of the aisle, so she picks up a bottle of shampoo as well. Jane leaves the drugstore a satisfied customer even though she did not purchase any Tylenol-branded product--which ostensibly was the reason for her drugstore visit in the first place.