'Be Careless with That!' Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions

Contrary to the notion that consumers highly value and care for their possessions, this research by Silvia Bellezza, Joshua M. Ackerman, and Francesca Gino demonstrates that consumers may become careless toward owned products when they know there are appealing upgrades coming. Such carelessness is driven by consumers' strong desire to justify decisions. The findings suggest opportunities for marketers and designers because planned obsolescence might benefit upgrade-minded consumers by making it easier for them to damage or detect functional flaws in owned products.