More than 2 million consumers got the new iPhone 5 on Friday—but will they still enjoy their purchase when the novelty wears off?
Although new features sound appealing, not everyone who buys the latest iPhone, for example, will end up using them.
“Our findings can’t tell consumers what to buy, but they do suggest that consumers should at least stop and consider how often they are going to use each new additional feature before they make their decision,” says Joseph Goodman, professor of marketing at Washington University in St. Louis.
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