What do you mean " a radeon 7470 with a motherboarded power supply"? Do you mean you use the HD7470 on the same MB and used the same new PSU. And you don't have the display too.
Do you try the gtx660 on other pc yet if you have one? If you don't have one, try it in your friend PC.
And you don't answer the question yet, what MB do you have? If the gtx660 works fine in other PC, that means your MB/ pcie slot has problem.