The flow of astonishing research findings with business implications has never been greater. Just about every day, we hear about some counterintuitive study from behavioral economics or social psychology. Consider an experiment showing that simply raising a person’s height (a metaphor for virtue) on an escalator increases his or her contributions to charity. Or the finding that after viewers see a media story portraying death, such as a report about a car accident, they tend to prefer domestic rather than foreign brands.