Having Versus Consuming: How Failing to Estimate Usage Frequency Affects Consumer Preferences For Multi-Feature Products

Joseph Goodman, Washington University in St. Louis, USA
Caglar Irmak, University of South Carolina, USA
We find that consumers fail to estimate their usage rate of features before purchasing multifunctional products. When consumers are made to estimate their feature usage rate before choice, preferences shift from many-feature products towards few-feature products. Additional data suggest that consumers value “having” product features more than “consuming” them.
[ to cite ]:
Joseph Goodman and Caglar Irmak (2011) ,"Having Versus Consuming: How Failing to Estimate Usage Frequency Affects Consumer Preferences For Multi-Feature Products", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 628-629.