1 Services and Seasonal Demand Steven M. Shugan 1 and Sonja Radas 2 1 Steven M. Shugan is the Russell Berrie Eminent Scholar Chair and Professor of Marketing at the Warrington College of Business at the University of Florida, 218 Bryan Hall , Gainesville, FL 32611-2017, Phone: 352-392-1426 x1236, Fax: 846-0457. 2 Sonja Radas is an Assistant Professor of Marketing at the Olin School of Business at Washington University. The authors thank the Russell Berrie Foundation for helping finance the data collection in this article. Both authors contributed equally to this article.