Show simple item record

dc.contributor.authorSimester, Duncan
dc.contributor.authorTucker, Catherine Elizabeth
dc.contributor.authorYang, Clair
dc.date.accessioned2021-03-15T14:11:27Z
dc.date.available2021-03-15T14:11:27Z
dc.date.issued2019-09
dc.date.submitted2019-06
dc.identifier.issn0022-2437
dc.identifier.issn1547-7193
dc.identifier.urihttps://hdl.handle.net/1721.1/130136
dc.description.abstractPrevious 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 households. The first comparison identifies harbinger zip codes using purchases from one retailer and then evaluates purchases at a different retailer. Households in harbinger zip codes purchase products from the second retailer that other households are less likely to purchase. The analysis next compares donations to congressional election candidates; households in harbinger zip codes donate to different candidates than households in neighboring zip codes, and they donate to candidates who are less likely to win. House prices in harbinger zip codes also increase at slower rates than in neighboring zip codes. Investigation of households that change zip codes indicates that the harbinger zip code effect is more due to where customers choose to live, rather than households influencing their neighbors’ tendencies.en_US
dc.language.isoen
dc.publisherSAGE Publicationsen_US
dc.relation.isversionofhttp://dx.doi.org/10.1177/0022243719867935en_US
dc.rightsCreative Commons Attribution-Noncommercial-Share Alikeen_US
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/en_US
dc.sourceProf. Tuckeren_US
dc.titleThe Surprising Breadth of Harbingers of Failureen_US
dc.typeArticleen_US
dc.identifier.citationSimester, Duncan I. et al. "The Surprising Breadth of Harbingers of Failure." Journal of Marketing Research 56, 6 (September 2019): 1034-1049. © 2019 American Marketing Associationen_US
dc.contributor.departmentSloan School of Managementen_US
dc.relation.journalJournal of Marketing Researchen_US
dc.eprint.versionOriginal manuscripten_US
dc.type.urihttp://purl.org/eprint/type/JournalArticleen_US
eprint.statushttp://purl.org/eprint/status/NonPeerRevieweden_US
dc.date.updated2021-03-08T18:00:40Z
dspace.orderedauthorsSimester, DI; Tucker, CE; Yang, Cen_US
dspace.date.submission2021-03-08T18:02:22Z
mit.journal.volume56en_US
mit.journal.issue6en_US
mit.licenseOPEN_ACCESS_POLICY


Files in this item

Thumbnail
Thumbnail

This item appears in the following Collection(s)

Show simple item record