the innovating firm invests in marketing, so that consumers become aware of the newly developed product. Firms first … theoretical model are that both the marketing of a product innovation and a firm's propensity to introduce an innovation decrease … a positive effect on product innovation and marketing effort. These findings are tested empirically using survey data …

underlying marketing. Various marketing studies document the non-rational behavior of consumers, even though behavioral biases … behavioral biases in marketing. We summarize the key findings according to three classes of deviations (i.e., non …-standard preferences, non-standard beliefs, and non-standard decision-making) and the marketing mix instruments (i.e., product, price …