Ray Weaver and Drazen Prelec*

Vol. L (June 2013), 289–302 289 *Ray Weaver is Assistant Professor of Business Administration, Harvard Business School, Harvard University (e-mail: [email protected]). Drazen Prelec is Professor of Management, Management Science and Economics, MIT Sloan School of Management, Massachusetts Institute of Technology (e-mail: [email protected]). This research was supported by NSF SES0519141 and the John Simon Guggenheim Memorial Fellowship (to the second author) and MIT’s Center for Innovation in Product Development (to the first author). The authors thank their colleagues Shane Frederick and John Hauser for discussion and comments. The hospitality of the Institute for Advanced Study is gratefully acknowledged. Teck Ho served as associate editor for this article. RAY WEAVER and DRAZEN PRELEC*