‘Too many features can make a product overwhelming for consumers and difficult to use’ (Thompson, Rust and Hamilton, 2005:

431, Debora V. Thompson, Rebecca W.

Hamilton and Roland T. Rust, ‘Feature fatigue:

when product capabilities become too much of a good thing’, Journal of Marketing Research 42

(November 2005): 431–442). Debate this in class, using the material on adoption and diffusion from Chapter 14 in this textbook. How might marketing managers overcome barriers to adoption of their technically sophisticated products?