Available September 2, 2010

The Authors

Kay-Yut Chen Kay-Yut Chen is a principal scientist at Hewlett-Packard Laboratories. He established behavioral economics research at HP Labs in 1994, a first in any corporation. Kay-Yut pioneered the application of behavioral economics to business management in areas such as supply chain contracting and the use of human information in forecasting.  His work has been featured in Scientific American, Newsweek, the Wall Street Journal, Financial Times, and others.

Kay-Yut received both a Bachelor of Science and a PhD from Caltech and he lives in Santa Clara, CA with his wife and two children.

Marina Krakovsky Marina Krakovsky writes about interesting ideas in science, culture, and business. Her work has appeared in Discover, the New York Times Magazine, O, the Oprah Magazine, Psychology Today, Scientific American, Slate, Stanford Magazine, the Washington Post, and other publications.

Earlier in her career, she was a self-employed software technical writer and writing instructor. Her clients included Apple, Netscape, Oracle, Siebel, Prentice Hall, The Learning Company, and UC Berkeley Extension.

She graduated from Stanford University with a degree in English and lives in the San Francisco Bay Area.