How to Deal with Brand Neophobia?

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How to Deal with Brand Neophobia?
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.

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