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Eager sellers & stony buyers : understanding the psychology of new-product adoption

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MAP20071508095
Gourville, John T.
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.