Make Marketing History

The views of a marketing deviant.

Friday, January 26, 2007

Shaking Things Up.

A commenter on yesterday's post pointed me to what I take to be a computing professor's take on Gourville's work here.

His citing of the phrase "comfort app" was particularly intriguing. Initially, I thought how well it captures the idea that a successful innovation must make users feel comfortable with it, but then it occurred that a corollary (which brings in issues of taste and fashion) is that it must also make current users feel uncomfortable about not switching.

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