Our findings should be considered in light of a few limitations. First, our sample includes the stores of a single salon chain with uniform pricing and advertising practices and similar store features. The compatibility across stores is a strength because it rules out the extraneous and confounding effects due to different products, services, prices, market niches, promotion strategies, and so on. However, the generalizability of the results needs to be examined in future replications in other service settings. Nonetheless, these results are largely consistent with the hypotheses developed on the basis of extant TFL and service research and thus may not be sample specific.