Researchers Study "Harbingers of Failure," Consumers Who Habitually Pick Losers

AmiMoJo writes: Is your favorite TV show always getting cancelled? Did you love Crystal Pepsi? Were you an early adopter of the Zune? If you answered yes to these questions, researchers say you might be a "Harbinger of Failure." In a study published in the Journal of Marketing Research, researchers identified a group of consumers whose preferences can predict products that will fail. “Certain customers systematically purchase new products that prove unsuccessful,” wrote the study authors. “Their early adoption of a new product is a strong signal that a product will fail.”

Comments

Why nobody cares about Zune

[sjbe]

My zune still works as well. I use it every day.

Maybe you do but if so you are a good approximation of the entire user base. I'm not sure I've ever actually even seen a Zune in the wild.

Good battery life, large amount of storage.

That's not exactly a compelling argument to buy one over the competing products. Nobody cared about the Zune because there was nothing special or compelling about it. It was a me-too product introduced several years too late to matter. It's most compelling selling point (and compelling is a stretch) was that it wasn't made by Apple. Since people mostly like Apple better than Microsoft that is an argument without very wide appeal. The only way Zune would have had a chance would have been to be technically WAY better than the iPod and it simply wasn't.

Only downside is that you have to use the stupid zune software.

That's a pretty huge downside considering it's basically abandon-ware at this point.

I'm sure the apple fanbois will be shocked that I don't buy a new mp3 player every year when this one still works fine.

Since standalone mp3 player sales are falling like a rock I doubt the apple fanbois you seem to want to sneer at will be shocked or even care. Basically everyone listens to music on their smartphones now. Why carry two devices when one will do the job just fine?

Harbingers? or just early adopters?

[Geoffrey.landis]

Certainly some early adopters pick products that don't take off, and mathematically some of these will have done it multiple times.
But the article claims that some people are actually predictors-- that their product choices have predictive value for product failure.
Is this actually true? It's easy to select out a set of people who have bought failed products, and then cull out of that set the ones who have not also sometimes bought successful products. But is this group statistically able to make future predictions?
I'm doubtful. Clearly, the way to not select products that don't grab a market niche... is to not be an early adopter. Lots of products fail; if you're an early adoptor, you're likely to be adopting failed products. If you instead wait to see where a product is going before buying-- you never buy products that fail a month after launch.
FWIW, the original article is here:
http://papers.ssrn.com/sol3/pa...