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�������� . Market penetration patterns and behavior ( Keith , 2012a )
% Compressed Natural Gas ( CNG ) Vehicles in Nation ’ s Vehicle Fleet
25 %
20 %
15 %
10 %
5 %
Line 2 New Zealand
Line 1 . Argentina , Pakistan , Iran , Armenia
Line 3 . United States
failure of the diesel passenger vehicle market in the United States in the 1970 – 1980s , while the technology platform achieved market success in Europe . Europe proved the potential of diesel technology , but unfavorable consumer perception in the United States effectively eliminated market opportunities for several decades ( Greene , 1986 ; Neumaier , 2014 ). It is only recently ; with a new generation of consumers who do not retain or possess these unfavorable views the market is expected to grow ( Healey , 2013 ; Pyper , 2012 ).
To date , the application of unfavorable consumer perception in SD policy modeling is limited . The concept of unfavorable WOM was used , but is undocumented in the People Express model developed by Sterman and demonstrates the effect that unfavorable consumer views , rather than the product utility it has on a business ( Sterman , 2014 ). The marketing and consumer research communities studied the importance of unfavorable consumer views and WOM . This work provides critical insight into the structure and behavior of the system . The idea of unfavorable WOM was discussed in the 1960s ( Arndt , 1969 ) and gained more prevalence in the 1980s ( Richins , 1983 ). Wangenheim ( 2005 ), later supported by Lee , compiles the analysis on the relative impact of unfavorable WOM versus . Favorable WOM and links the increased impact and probability of consumer conversion from the unfavorable WOM to the perceived importance and risk aversion of the technology ( Lee & Romaniuk , 2009 ; Wangenheim , 2005 ). A positive correlation between consumer perception and the frequency and strength of the WOM was established , indicating that the stronger the ( unfavorable ) experience , the more likely an individual is to effectively convert other potential consumers ( Yang , Hu , Winer , Assael , & Chen , 2012 ).
For products or technology systems involving high levels of investment , such as an automobile powertrain or an ethanol
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