How to Deal with Brand Neophobia?

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How to Deal with Brand Neophobia?
Jim
Daniel Goldstein of London Business School says in HBR 03-2007 that research shows that customers may prefer a recognized brand even when it has clear shortcomings - even if it's dangerous. He calls this Brand Neophobia (avoidance of the new). To alleviate neophobia, he recommends new brands to: 1. Give buyers time, 2. Provide comparison tables, and to 3. Change the category. (...) Read more? Sign up for free
 

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Abed alwahab
i just love it and it helped me doing my assignment. thanks !!
 

         
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