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Keywords: Product upgrades
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (2): 311–338.
Published: 10 January 2025
...Maria Alice Pasdiora; Vinicius A. Brei; Leonardo Nicolao Purpose This paper aims to investigate how product upgrades influence consumers’ hedonic responses to currently owned products, focusing on the underlying attentional mechanism. Design/methodology/approach Six experiments were conducted...
