Highlights – December 2014

Finally, let’s take a look at the most important research findings from various fields of study.

Should every successful product launch involve some sort of dazzling spectacle? A new study in the Journal of Consumer Research tells us that this might be a great way to market an upgrade, but a flashy launch could backfire if a new product is truly innovative.

The accepted wisdom is that consumers get excited about new and unique products they cannot immediately understand. However, these feelings of excitement can quickly.....