We applaud the advances in this colloquy and the areas of convergence that are emerging. However, this reply points out that the purported benefits of “bait and switch” found in Hess and Gerstner (1998) are predicated upon (i) only a single component (availability) within the broader domain...

While the field of marketing science has long been interested in the effects of promotional efforts, public policy issues involving illegal marketer fraud and deception have generally not been addressed in this body of work. One key exception to this generalization is a article suggesting that...