A new study suggests that people might be breaking or losing their iPhones accidentally on purpose in order to justify upgrading to the next version. At the very least, people stop taking so much care over their beloved smartphones as upgrade time inches closer. These are the findings of a new study called “Be Careless with That!” [PDF link] with the more scientifically sounding tagline, “Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions”. The authors of the study call this phenomenon the “upgrade effect”. The study, as discovered by Mashable, was written by Silvia Bellezza, Assistant Professor of Marketing...
Read the full article: People Break Their iPhones to Justify Upgrades
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