Innovations often fail due to one simple fact: innovators have a flawed understanding of the psychology of their end user. The author shows that, contrary to the view of traditional Economics, consumers are not driven purely by rational considerations. Real consumers are emotional; they are lazy (both physically and cognitively); and they are systematically influenced by context in making decisions. After describing several common biases, the author provides four recommendations that can help to reverse innovation's dismal success rate to date.

【書誌情報】

ページ数：5ページ

サイズ：A4

商品番号：HBSP-ROT239

発行日：2014/9/1

登録日：2014/9/19