First Author:   Corinne Langinier Iowa State University langinier@econ.iastate.edu   Department of Economics, 260 Heady Hall, Iowa State University Ames, 50011-1070, USA   (515) 294-5830(Phone) (515) 294-5830(Fax) Second Author: Caroline Boivin University of Sherbrooke CBoivin@adm.usherbrooke.ca   Département de marketing, Faculté dadministration, Université de Sherbrooke Sherbrooke, J1K 2R1, Canada   (819)821-8000(Phone) (819)821-7934(Fax)