An Unintended Consequence of Product Upgrades: How Upgrades Can Make Current Consumers Feel Left Behind
Sign Up to like & getrecommendations! Published in 2022 at "Journal of Marketing Research"
DOI: 10.1177/00222437221078551
Abstract: In today’s advanced economies, consumers are constantly exposed to an increasing number of upgraded products. This research examines consumer response to a brand's launching of an upgraded product and identifies the consumer's ownership status of… read more here.
Keywords: consequence product; unintended consequence; product; product upgrades ... See more keywords