Diet Crystal Pepsi was launched in 1992 after getting a strong response in test markets, but a year later the product was pulled from the shelves after weak sales. Similarly, Frito Lay Lemonade and countless other products that passed the pilot phase went on to be failures. How could there be such a mismatch of early promise and subsequent performance? ... Read More

How do consumers learn from their consumption experience? Imagine new parents have to shop for diapers for the first time, with little prior knowledge. As they find out more about different brands in the following weeks and months through experience, they face a “strategic” choice. In other words, they can “exploit” their knowledge and select the most ... Read More