Web Appendix

Examples of the Highly Varied Learning Activities I Use in Class
in an Effort to be Harmlessly Unpredictable

Timing
Before the related lecture component		During the related lecture component		After the related lecture component
Example 1 Brief Case Discussion Setting prices		Example 4 Whole-class Collaboration in Real Time Using Google Docs Writing questionnaire items		Example 7 Vivid Example: Cautionary Tale Heterogeneity in consumer needs
Example 2 Extended Metaphor Choosing a sample size		Example 5 Extradiegetic Interruption Anticipating competitive responses		Example 8 Inoculating with Weak Counter-arguments Avoiding escalation of commitment in NPD
Example 3 Deliberate Blind Alley Limitations of a product focus		Example 6 In-class Replication of Classic Findings Accuracy/effort trade-off in choice		Example 9 Case with Constrained-choice Exercises The elements of perceived risk