While I was at college, I came
across this beautiful research paper by "David L. Alexander, John G. Lynch
Jr., Qing Wang (2008) As Time Goes By: Do Cold Feet Follow Warm
Intentions for Really New Versus Incrementally New Products?. Journal of
Marketing Research: June 2008, Vol. 45, No. 3, pp. 307-319."
Authors claim, people will prefer
an incrementally new product when the time to actually buy the product comes
and develop cold feet to buy a completely new product. Somehow, it did not
appeal to me. I was audacious enough to write to them, if they think it would
universally apply. John was kind enough to respond, and replied that he would
expect this pattern to replicate across cultures. I was hooked. Six years hence
I have observed and continue to observe products around me with this hypothesis in
mind.
I have to admit is I have failed. Yes. I gladly accept it. Each time a company releases a completely New Product it is pitted against a competition which is 4 times stronger!
What do you think, will this hold true in case of modern weaponry? Will the psyche effect differently?
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