W hat is the risky shift? How does this affect going shopping with friends? See if you can demonstrate risky shift. Get a group of friends together and ask each privately to rate the likelihood, on a scale from 1 to 7, that they would try a controversial 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 average rating changes from the first rating, you have just observed a risky shift.