Harmful Effects of Mental Imagery and Customer Orientation During New Product Screening

One of the traditional tenets of marketing is that managers considering whether to develop and launch a new product should adopt a customer orientation and consider whether the product would satisfy the needs of customers. This research discovers that adopting a customer orientation causes managers...

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Bibliographic Details

Published in:	Journal of marketing research Vol. 56; no. 4; pp. 637 - 651
Main Authors:	DeRosia, Eric D., Elder, Ryan S.
Format:	Journal Article
Language:	English
Published:	Los Angeles, CA Sage Publications, Inc 01-08-2019 SAGE Publications SAGE PUBLICATIONS, INC
Subjects:	Marketing Product development unrealistic optimism regulatory focus customer needs new product development mental imagery
Online Access:	Get full text
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