Looks at the psychology of the consumer new product adoption. Identified a major reason why consumers do not adopt innovations as quickly as they should think developers – an irrational resistance to behavioral change. Identifies strategies for companies to manage and overcome this resistance.

Looks at the psychology of the consumer new product adoption. Identified a major reason why consumers do not adopt innovations as quickly as they should think developers – an irrational resistance to behavioral change. Identifies strategies for companies to manage and overcome this resistance.
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John T. Gourville
17 pages.
Publication Date: Nov 25, 2003. Prod #: 504056-PDF-ENG
Why not buy consumer: The Psychology of New Product Adoption HBR case solution