• DOI:10.1177/0022243719867935
Corpus ID: 28927900

The Surprising Breadth of Harbingers of Failure

@article{Simester2019TheSB,
  title={The Surprising Breadth of Harbingers of Failure},
  author={D. Simester and C. Tucker and C. Yang},
  journal={Journal of Marketing Research},
  year={2019},
  volume={56},
  pages={1034 - 1049}
}

D. Simester, C. Tucker, C. Yang

Published 2019

Business

Journal of Marketing Research

Previous research has shown that there exist “harbinger customers” who systematically purchase new products that fail (and are discontinued by retailers). This article extends this result in two ways. First, the findings document the existence of “harbinger zip codes.” If households in these zip codes adopt a new product, this is a signal that the new product will fail. Second, a series of comparisons reveal that households in harbinger zip codes make other decisions that differ from other… CONTINUE READING

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