Too Much Popularity Can Make Items Uncool: Research: News: Stanford GSB

"In a recent paper, Stanford researchers found that consumers may abandon products if they start being favored by the masses, or by members of certain social groups. In other words, as soon as chic goes mainstream, or geeks start sporting the clothes of jocks, items are dropped like passé hot potatoes by the kings and queens of cool." Read more... Too Much Popularity Can Make Items Uncool