Usage Frequency Neglect

Mauricio Mittelman , UTDT, Argentina
Dilney Goncalves, IE Business School - IE University, Spain
Common sense and economic models assume that people should consider how often they expect to use a product before making a purchase. In three studies, we show that people often neglect usage frequency in their decisions and interventions that make this dimension accessible are able to shift preferences.
[ to cite ]:
Mauricio Mittelman and Dilney Goncalves (2013) ,"Usage Frequency Neglect", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.