The “Next” Effect
Participants interacted with the same novel technologies, but some were informed beforehand that even better versions were allegedly in the works. Mere awareness of better future versions undermined enjoyment for present versions (despite being brand new for participants), by spurring participants to go looking for, and alas find, more flaws.
Citation:
Ed O'Brien (2020) ,"The “Next” Effect", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1032-1037.
Authors
Ed O'Brien, University of Chicago, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
To Apologize, or Not to Apologize? That is A Question - How Should an Organization Respond to Executive Employees’ Private Life Misconduct?
Zayed Bin Islam, University of Guelph, Canada
Juan Wang, University of Guelph, Canada
Towhidul Islam, University of Guelph, Canada
Featured
To Touch or Not to Touch?: How Touch Influences Decision Confidence
Sang Kyu Park, University of Florida, USA
Yang Yang, University of Florida, USA
Featured
The Messy Satiation Effect: The Benefits of Eating Like a Pig
Kevin L. Sample, University of Georgia, USA
Kelly Haws, Vanderbilt University, USA