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

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1001 ‎$0‎MAPA20080219550‎$a‎Gourville, John T.
24510‎$a‎Eager sellers & stony buyers‎$b‎: understanding the psychology of new-product adoption‎$c‎John T. Gourville
5208 ‎$a‎Many 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
65011‎$0‎MAPA20080602406‎$a‎Marketing estratégico
65011‎$0‎MAPA20080554866‎$a‎Innovación
65011‎$0‎MAPA20080617400‎$a‎Investigación de mercados
65011‎$0‎MAPA20080624019‎$a‎Comportamiento del consumidor
65001‎$0‎MAPA20080608231‎$a‎Psicología del consumo
7400 ‎$a‎Harvard business review
7730 ‎$w‎MAP20077100345‎$t‎Harvard business review‎$d‎Boston‎$g‎June 2006 ; p. 99-106