लेखक: Howard C. Kunreuther

STEPHEN J. HOCH is the John J. Pomerantz Professor of Marketing at the Wharton School. HOWARD C. KUNREUTHER is the Cecilia Yen Koo Professor of Decision Sciences and Public Policy and Management, and Codirectorof the Risk Management and Decision Processes Center at the Wharton School. ROBERT E. GUNTHER was the coordinating writer for Wharton on Managing Emerging Technologies and Wharton on Dynamic Competitive Strategy.