>Goncalo said this bias caused subjects to reject ideas for new products that were novel and high quality. Article lost me here. Because its hard to judge an i

>Goncalo said this bias caused subjects to reject ideas for new products that were novel and high quality. Article lost me here. Because its hard to judge an idea as 'novel and high quality' in prospect. They should have used an idea that's proven but unknown to the test subjects.Makes the study harder but you end up with more concrete proof.