NBC News quoted Assistant Professor Amber Epp in a story about the flurry of spending that ensues whenever Apple releases a new iPhone. The article, “Why You Old iPhone Suddenly Seems Terrible,” focuses on why consumers mentally downgrade their smartphone as soon as a new model enters the market.
"The research shows that just a hint of something better out there makes us devalue what we already have," Epp says in the article. "Logically, it's not rational to buy something new when you have something that works perfectly fine.”
On September 9, Apple announced the release of the iPhone 6 and iPhone 6 Plus, as well as the Apple Watch. A line had already formed August 31 at the Apple Store on Fifth Avenue in Manhattan, almost three weeks before people could even purchase the products that hadn’t yet been announced.
To read the full story, visit NBC News