Buying a new iPhone whenever a new one is released would sure help Apple’s bottomline, but it’s not so nice on your wallet. Of course, it’s slightly easier to justify to yourself when you’re forced to upgrade your phone when it’s broken.
But what if you’re “accidentally” breaking your phone, on purpose, to justify the upgrade?
According to a recent study, that’s exactly what we’re doing. A recent Columbia Business School study found that people are bound to be more careless with their device when a new model is available.
It’s a phenomenon called the “upgrade effect,” wrote Silvia Bellezza, Francesca Gina, and Josh Ackerman (respectively: an assistant professor of marketing at Columbia Business School, a professor of business administration at Harvard Business School, and an assistant professor of psychology at the University of Michigan). Read more…