Yanping Tu
John I. Williams, Jr. Assistant Professor Yanping Tu.

Why we go where no one’s gone before

John I. Williams, Jr. Professor Yanping Tu, along with colleagues at the University of Chicago Booth School of Business, studied what may prompt people to choose unknown options over known ones, and they find that the source of the information is important: when what you know comes from other people’s experiences, you’re more likely to explore new options.

Read more about this research in the Chicago Booth Review