Product type and anticipated regret: The key to unlocking consumer upgrade intention
Xuan Zhang,
Hanyu Chen,
Jianuo Ma
Abstract:As products are constantly updated, brands launch increasingly different versions thereof, and consumers frequently face upgrade choices. However, when and why consumers choose to upgrade has received limited attention. This article thus sheds new light on consumer upgrade intention by distinguishing a novel antecedent, product type (material vs. experiential). Three online studies with 642 participants from the US were conducted; we used t‐tests and bootstrapped mediation analysis via PROCESS Model 4 to analy… Show more
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