Love Products That Fail? You Might Be A 'Harbinger Of Failure'

Do you remember Diet Crystal Pepsi, Frito Lay Lemonade, or the Zune? These products didn’t last long, but that doesn’t mean they weren’t important. Failed products can often become embarrassing chapters in a company’s history, but those companies can learn something from the people who embraced them – something about what not to do. According to a study in the Journal of Marketing Research, researchers identified particular kinds of consumers whose preferences can predict products that will flop. These people are called “harbingers of failure.” 

"This is a personal piece for me... I loved Crystal Pepsi. I thought it was such a clever idea," said MIT Marketing Professor Catherine Tucker.

We speak with one of the study’s researchers, MIT marketing professor Catherine Tucker.