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"Harbinger households" : Neighborhoods that consistently buy products that get discontinued, buy real-estate that underperforms, and donate to losing political candidates

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  1. mrbig
    Link

    In The Surprising Breadth of Harbingers of Failure (Sci-Hub mirror), a trio of economists and business-school profs build on a 2015 Journal of Marketing Research paper that claimed that some households' purchasing preferences are a reliable indicator of which products will fail -- that is, if households in a certain ZIP code like a product, it will probably not succeed. The original paper calls these "harbinger households."

    6 votes