Articles by John T. Gourville

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

  John T. Gourville, Professor, Marketing, Harvard Business School

  John explains why consumers may fail to buy innovative products even when they offer distinct improvements over existing ones. He covers: • The Psychology of Gains and Losses • A Framework for Companies and Behavior Change • Balancing Product and Behavior Changes • Minimizing Resistance

  Positioning

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