Publications
Publications
- January 2004
- HBS Case Collection
Why Developers Don't Understand Why Consumers Don't Buy
Abstract
Looks at the psychological biases developers bring to the new product development process. Identifies three reasons why developers may do a poor job of identifying the demand for an innovative, new concept or product: (1) the self-selection bias, (2) differing initial endowments, and (3) the curse of knowledge. In the end, a developer's inability to understand the consumer's perspective can lead to unrealistic expectations for product adoption.
Keywords
Customer Focus and Relationships; Innovation and Invention; Knowledge Management; Product Marketing; Consumer Behavior; Product Development; Perspective; Prejudice and Bias
Citation
Gourville, John T. "Why Developers Don't Understand Why Consumers Don't Buy." Harvard Business School Background Note 504-068, January 2004.