Background Note | HBS Case Collection | November 2003 (Revised April 2004)

Why Consumers Don't Buy: The Psychology of New Product Adoption

by John T. Gourville

Abstract

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

Keywords: Product Launch; Consumer Behavior; Social Psychology;

Citation:

Gourville, John T. "Why Consumers Don't Buy: The Psychology of New Product Adoption." Harvard Business School Background Note 504-056, November 2003. (Revised April 2004.)