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Rationality goes out the window for some consumers who suddenly “lose” or break their fully functional current phone when a new model becomes available.
Researchers say carelessness and neglect toward currently owned products stem from a desire to justify the attainment of a new, enhanced product without appearing wasteful. It’s the “upgrade effect.”
“…consumers exhibit cavalier behavior toward owned products when in the presence of appealing product upgrades.”
Researchers wanted to find out how consumers behaved with different durable items, including Apple iPhones. The findings show that product neglect can occur without deliberate intentions.