Consumer decision-making and consumer behavior are complex processes, influenced by a combination of factors,many ofwhich are interrelated (Blackwell, Miniard, & Engel, 2001; Burnett, Moriarity, & Wells, 2002; O’Guinn, Semenik, &Allen, 2002; Solomon, 1994). Although some consumer decisions are simpler than others, and which factors are more or less important vary from consumer to consumer and from one purchasing context to another, it is reasonable to conclude that combinations of factors are an integral and inherent attribute of consumer decision-making and the consumer behavior processes.