STEPHEN J. HOCH is the John J. Pomerantz Professor of Marketing at the Wharton School, University of Pennsylvania. He previously taught at the University of Chicago.
HOWARD C. KUNREUTHER is the Cecelia Yen Koo Professor of Decision Sciences and Public Policy and Management, and Codirector of the Risk Management and Decision Process Center at the Wharton School, University of Pennsylvania.
ROBERT E. GUNTHER served as coordinating writer for Wharton on Dynamic Competitive Strategy and Wharton on Managing Emerging Technologies.