Centro de Documentacion de Fundación MAPFRE - Eager sellers & stony buyers : understanding the psychology of new-product adoption

MAP20071508095

Eager sellers & stony buyers : understanding the psychology of new-product adoption / John T. Gourville

Many innovations fail because consumers irrationally overvalue the old and companies irrationally overvalue the new. New products often require consumers to change their behavior. As companies know, those behavior changes entail costs

En: Harvard business review. - Boston. - June 2006 ; p. 99-106

1. Marketing estratégico . 2. Innovación . 3. Investigación de mercados . 4. Comportamiento del consumidor . 5. Psicología del consumo . I. Title. II. Título: Harvard business review.