ITAMAR SIMONSON is the Sebastian S. Kresge Professor of Marketing at the Graduate School of Business, Stanford University. His award-winning work has been featured in the New York Times, the Washington Post, and many other outlets worldwide, and he serves on eight editorial boards of leading journals.
EMANUEL ROSEN is the author of the national bestseller The Anatomy of Buzz. He was previously vice president, marketing, at Niles Software, where he launched the company’s flagship product, EndNote. His work has been featured in Time and Advertising Age, and on CNN. He received a Bronze Lion from the Cannes International Advertising Festival as well as several other national awards, including two gold medals.