14 See if you can demonstrate the risky shift. Get a group of friends together and ask each to privately rate the like- lihood on a scale from 1 to 7 that they would try a con- troversial new product (e.g., a credit card that works with a chip implanted in a person's wrist). Then ask the group to discuss the product and rate the idea again. If the av erage rating changes from the first, you've just observed a risky shift.