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

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<subTitle>: understanding the psychology of new-product adoption</subTitle>
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<namePart>Gourville, John T.</namePart>
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<abstract>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</abstract>
<note type="statement of responsibility">John T. Gourville</note>
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<text>June 2006 ; p. 99-106</text>
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