“Be Careless With That!” Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions

Silvia Bellezza, Harvard Business School, USA
Joshua Ackerman, Massachusetts Institute of Technology, USA
We examine the consequences of the availability of product upgrades on how consumers evaluate and treat their own belongings. A series of experiments demonstrates that individuals tend to devalue and act more recklessly with owned products when in the presence of attractive, though not yet attained, outside options.
[ to cite ]:
Silvia Bellezza and Joshua Ackerman (2014) ,"“Be Careless With That!” Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 210-214.