GHSA Flag Football: Featuring Redan, Riverdale, and Tucker High School Team's
Section Branding
Header Content
Love Products That Fail? You Might Be A 'Harbinger Of Failure'
Primary Content
Do you remember Diet Crystal Pepsi, Frito Lay Lemonade, or the Zune? These products didn’t last long, but that doesn’t mean they weren’t important. Failed products can often become embarrassing chapters in a company’s history, but those companies can learn something from the people who embraced them – something about what not to do. According to a study in the Journal of Marketing Research, researchers identified particular kinds of consumers whose preferences can predict products that will flop. These people are called “harbingers of failure.”
We speak with one of the study’s researchers, MIT marketing professor Catherine Tucker.