Behavioral Science Offers Fresh Insights on New Product Acceptance

In spite of enormous sums of money spent for research and development, an estimated 90% of all new products fail within four years of their introduction.

The explanation, says the author, is not that consumer behavior is fickle and unpredictable, but rather that marketing managers do not fully understand the processes by which consumers accept or reject an innovation. In this article he indicates what the contributions of the behavioral sciences might be.