John T. Gourville

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Books by John T. Gourville (50 max)

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The consumer psychology of mail-in rebates: a model of anchoring and adjustment

2004

John T. Gourville

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Problems and Cases in Healthcare Marketing

2004

John T. Gourville, John A. Quelch, V. Kasturi Rangan

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Overchoice the effect of assortment type on brand choice

2004

John T. Gourville

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Downsizing price increases: a greater sensitivity to price than quantity in consumer markets

2004

John T. Gourville

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The curse of innovation: a theory of why innovative new products fail in the marketplace

2005

John T. Gourville, Harvard Business School. Division of Research

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Extremeness seeking: when and why consumers prefer the extremes

2007

John T. Gourville