John T. Gourville

Harvard Business School

Associate Professor

Soldiers Field

Boston, MA 02163

United States

  • Harvard Business School

    • Email
    • Tel: 617-495-6133
    • Fax: 617-496-5637
SCHOLARLY PAPERS

8

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SSRN CITATIONS

4

CROSSREF CITATIONS

9

Scholarly Papers (8)

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1.

The Curse of Innovation: A Theory of Why Innovative New Products Fail in the Marketplace

HBS Marketing Research Paper No. 05-06
Number of pages: 36 Posted: 05 Aug 2005
John T. Gourville
Harvard Business School
Downloads 3,396 (3,953)
Citation 11

Abstract:

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2.

Downsizing Price Increases: A Greater Sensitivity to Price than Quantity in Consumer Markets

Number of pages: 41 Posted: 30 Jun 2004
John T. Gourville and Jonathan J. Koehler
Harvard Business School and Northwestern University - Pritzker School of Law
Downloads 1,010 (27,323)
Citation 10

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Marketing

3.

The Consumer Psychology of Mail-In Rebates: A Model of Anchoring and Adjustment

HBS Marketing Research Paper No. 06-02
Number of pages: 38 Posted: 17 Jan 2006
Dilip Soman and John T. Gourville
University of Toronto - Behavioural Economics in Action at Rotman (BEAR) and Harvard Business School
Downloads 726 (43,199)
Citation 5

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mail-in rebates, anchoring and adjustment, debiasing

4.

Extremeness Seeking: When and Why Consumers Prefer the Extremes

HBS Marketing Research Paper No. 07-092
Number of pages: 40 Posted: 20 May 2007
John T. Gourville and Dilip Soman
Harvard Business School and University of Toronto - Behavioural Economics in Action at Rotman (BEAR)
Downloads 315 (118,844)
Citation 4

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5.

Hybrid Electric Vehicles: A 2011 Update

Harvard Business School Marketing Unit Case No. 511-125
Posted: 27 Jan 2012
John T. Gourville
Harvard Business School

Abstract:

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6.

New York Life and Immediate Annuities

HBS Case No. 510-040, Harvard Business School BGIE Unit
Posted: 03 Apr 2010
Julio J. Rotemberg and John T. Gourville
Harvard University, Business, Government and the International Economy Unit (deceased) and Harvard Business School

Abstract:

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7.

Four Products: Predicting Diffusion (2008)

HBS Case No. 508-103, Harvard Business School Marketing Unit
Posted: 21 Mar 2010
John T. Gourville
Harvard Business School

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8.

Cabot Pharmaceuticals, Inc.

HBS Case No. 510-030, Harvard Business School Entrepreneurial Management Unit, Harvard Business School Marketing Unit
Posted: 10 Sep 2009
Frank Cespedes and John T. Gourville
affiliation not provided to SSRN and Harvard Business School

Abstract:

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