In the spring of 1999, David Phillips, a civil engineer working at the University of California at Davis, was shopping at a local supermarket in California.1 As he was pushing his shopping cart down the frozen-foods aisle, David noticed an interesting promotion on a Healthy Choice frozen entrée: he could earn five hundred air miles for every ten bar codes from Healthy Choice products that he mailed to the company by December 31. The promotion included an even more attractive “early bird special”: any Healthy Choice bar codes sent to the company earlier in the same year (by May 31) could ...
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