Jon M. Jachimowicz is a Ph.D. candidate at Columbia Business School. His website can be found at jonmjachimowicz.com. Elke U. Weber is the Gerhard R. Andlinger professor in energy and the environment and professor of public affairs and psychology at Princeton University. Jaideep Prabhu is professor of marketing and Jawaharlal Nehru Professor of Indian Business at Judge Business School, University of Cambridge.