個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Why Consumers Don't Buy: The Psychology of New Product Adoption
內容大綱
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.