Does the New Iphone Determine How Much I Like My Iphone? the Influence of Upgrades on the Hedonic Decline For the Status Quo
We identify that consumers’ exposure to upgrades influence the level of enjoyment they get from their status quo. According to our results, consumers exposed to upgrades present more accelerated hedonic decline for the status quo over time and are more likely to replace than those not exposed.
Maria Alice Pasdiora and Vinicius Andrade Brei (2020) ,"Does the New Iphone Determine How Much I Like My Iphone? the Influence of Upgrades on the Hedonic Decline For the Status Quo", 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: 580-581.
Maria Alice Pasdiora, Federal University of Rio Grande do Sul (UFRGS), Brazil
Vinicius Andrade Brei, Federal University of Rio Grande do Sul (UFRGS), Brazil
NA - Advances in Consumer Research Volume 48 | 2020
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