People Don’t Care About Losing, Damaging Phone When Upgrade Is Near, Study Says
Read the full article at CBS Detroit.
ANN ARBOR (WWJ) — Some consumers lose or break their iPhones when a new model becomes available, according to some new research from the University of Michigan.
Co-author and University of Michigan associate psychology professor Josh Ackerman says they’ve discovered that people are more careless and neglectful when an upgrade is available.
“What really seems to be going on is that people have this need to justify the purchase decisions that they make,” Ackerman said. “That need can cause changes in behavior even when we are not thinking about it. So the idea of buying an upgraded product when you already have something that currently works creates some tension.”