As it turns out, the people who purchased Diet Crystal Pepsi were more likely to have purchased Frito Lay Lemonade, researchers found. (If neither rings a bell, well, exactly.) And they kept purchasing — while they could, that is — only furthering the mirage of a supportive market.
Absolutely, if the consumers ponying up for that new product also have a demonstrated history of favoring items that fail. Those shoppers are, as marketing expert Eric Anderson and his colleagues described in a seminal 2015 research paper, “harbingers of failure.”