CBR Briefing #74

Jul 30, 2019

Upgrading to a larger screen isn’t always a big deal

  • The happiness that comes from a product upgrade may not last very long, particularly if it satisfies a want rather than a need, according to ideas42’s Raegan J. Tennant and Chicago Booth’s Christopher K. Hsee.
  • The researchers observed this finding from an experiment using e-readers of various sizes. One group of participants were asked to read on the smallest e-reader before switching to a medium-sized one. Another group started on the medium-sized e-reader and then moved to the biggest one. At various points, participants were asked how happy they were with the experience.
  • Both groups reported a boost in happiness from moving to a larger screen, but that happiness faded faster for those who had upgraded to the biggest screen from a medium-sized one.