John T. Gourville

Harvard Business School

Associate Professor

Soldiers Field

Boston, MA 02163

United States

SCHOLARLY PAPERS

10

DOWNLOADS
Rank 11,178

SSRN RANKINGS

Top 11,178

in Total Papers Downloads

5,672

SSRN CITATIONS
Rank 49,931

SSRN RANKINGS

Top 49,931

in Total Papers Citations

4

CROSSREF CITATIONS

9

Scholarly Papers (10)

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 3,526 (4,042)
Citation 11

Abstract:

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2.
Downloads 1,086 (26,202)
Citation 10

Abstract:

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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 745 (44,316)
Citation 5

Abstract:

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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 (125,542)
Citation 4

Abstract:

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5.

Barcelo Hotels and Resorts (A)

Harvard Business School Marketing Unit Case No. 511-108
Posted: 19 Aug 2021
John T. Gourville and Marco Bertini
Harvard Business School and affiliation not provided to SSRN
Downloads 0 (830,090)

Abstract:

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6.

The London 2012 Olympic Games

HBS Case No. 510-039, Harvard Business School Marketing Unit
Posted: 19 Aug 2021 Last Revised: 21 Aug 2021
John T. Gourville and Marco Bertini
Harvard Business School and affiliation not provided to SSRN
Downloads 0 (830,090)

Abstract:

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7.

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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8.

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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9.

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

Abstract:

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10.

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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