Putting Duration in Durable Goods: Length of Ownership Neglect in Consumer Choice

Although benefits of durable goods are enjoyed over several uses, consumers often don’t consider how long they will own products when making purchase decisions. Reminders of future use therefore increase the relative preference of high price, high quality options for many durable goods, but not for consumable or infrequently-used goods.


Liz Friedman, Ravi Dhar, and Shane Frederick (2017) ,"Putting Duration in Durable Goods: Length of Ownership Neglect in Consumer Choice", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 96-100.


Liz Friedman, Yale University, USA
Ravi Dhar, Yale University, USA
Shane Frederick, Yale University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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