The major reason behind the fall of an innovation is the lack of understanding by innovators about the psychology of their consumer. In contrast to the conventional Economics, the case describes that consumer are not driven by the considerations of sound judgment. It also discusses various general consumer biases, including they are not active in terms of cognitively and physically, they are emotional, and the context weighs heavily on them while choosing alternatives. Lastly, it suggests four approaches in order to enhance the success rate of innovation.
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