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All HBS Web
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- Research (5)
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- 04 Mar 2019
- Working Paper Summaries
The Revision Bias
- 06 Dec 2022
- Research & Ideas
Latest Isn’t Always Greatest: Why Product Updates Capture Consumers
described exactly the same way.” Garcia-Rada is lead author on a new working paper about the study, co-written with Leslie John, the James E. Burke Professor of Business Administration at HBS, View Details
- 19 Feb 2019
- First Look
New Research and Ideas, February 19, 2019
may be better directed at other reforms. Mission, Mission on the Wall — Do You Have a Purpose After All? By: Deore, Aishwarrya, Susanna Gallani, and Ranjani Krishnan Abstract— No abstract available. The Revision Bias By: View Details
Keywords:
Sean Silverthorne
- Web
Marketing - Doctoral
Students by Interest Brands & branding David E. Bell Business marketing Navid Mojir Das Narayandas V. Kasturi Rangan Consumer behavior Leslie K. John Elizabeth A. Keenan View Details
- Web
Placement - Doctoral
Management Dissertation: Essays on Sales Management Advisors: Doug Chung, Sunil Gupta, and Elie Ofek 2021 Ximena Garcia-Rada Marketing, 2021 Placement: Texas A&M University, Mays Business School...
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- 2022
- Working Paper
A Preference for Revision Absent Objective Improvement
By: Ximena Garcia-Rada, Leslie K. John, Ed O’Brien and Michael I. Norton
From downloading never-ending updates to tracking ever-newer releases, consumers today are surrounded by revised offerings that purport to have improved upon what was previously available. Although revising things often makes them better, the current research reveals...
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Keywords:
Product Change;
Versioning;
Expectancy Effects;
Heuristics;
Intuitive Processing;
Product Marketing;
Change;
Perception;
Consumer Behavior
Garcia-Rada, Ximena, Leslie K. John, Ed O’Brien, and Michael I. Norton. "A Preference for Revision Absent Objective Improvement." Harvard Business School Working Paper, No. 19-087, February 2019. (Revised February 2022. Revise and resubmit, Journal of Marketing Research.)