EAGER SELLERS AND STONY BUYERS GOURVILLE PDF

Gourville, John T. “Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption.” Harvard Business Review 84, no. 6 (June ). 1 Eager Sellers and Stony Buyers Psychology of new product adoptions John T. Gourville –HBR Three pronged strategy to promote customer adaptations of. Eager sellers, stony buyers: understanding the psychology of new-product adoption Type: Article; Author(s): J.T. Gourville; Page start: 98; Page end: ; Web.

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Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption

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Gourville —HBR Three pronged strategy to promote customer adaptations of new products Gauge potential consumer resistance Minimise consumer resistance Manage consumer resistance. Executives irrationally overvalue their innovations and predict an over optimistic view of potential consumer conversions-disastrous results: Gains from wager must outweigh losses by a factor of two and three for consumers to find the deal attractive!.

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While companies can create value through product changes, they can capture it most easily by minimising the need for consumers to change.

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

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