In your opinion, that breaks lose your express iPhone Upgrade - Digital Trends

We are unconsciously careless with our iPhones when looking for a reason to update the latest model which. According to a new study documenting the phenomenon Researchers found from the Columbia Business School that the loss incidents tip, is a peak in the damage that occurs after the new model released just before the release of a new device.

It is the effect of the renovation called and is the result of the "necessary" consumer culture living in provider bombard us why we need to get the latest and greatest, and to react clearly -. Although we do not 'have t realize.

More: iPhone 7 reviews

update Our demand is not clear Apple faithful. Researchers connected in the past have grown arrogant attitude towards other possessions when newer versions and more readily available. The data also show that it is not necessary, it is intended: it is rather an unconscious reaction than anything else.

The behavior was observed, even among those who think that they always take care of their things. They also showed an increase in negligent behavior when new models come on the market. Some of us notice that our own behavior (anecdotally, I broke all iPhone, I've ever had - except one - later mine and if a lot of juicy details about the upcoming device were out).

"We are for the upgrade would owe no reason - but if our current product damaged or not, we would have a justification to update such a loss without a glance," study co - author Silvia Bellezza , quoted by Mashable says in a statement. "We used our phone in the rain or leave behind our laptop in airport security without being aware that our negligence has an underlying motivation."

The researchers used a data set of 3000 lost iPhones, with an online survey of 602 iPhone users. That was cups, glasses and other items that have been found surrounding a similar pattern as compared to laboratory data to a similar behavior.

The study will be published in an upcoming issue of the Journal of Marketing Research.

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