'Be Careless with That!' Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions

Consumers are often faced with the opportunity to purchase a new, enhanced product (e.g., a new phone), even though the device they currently own is still fully functional. We propose that consumers act more recklessly with their current products and are less concerned about losing or damaging them when in the presence of appealing product upgrades. Careless behaviors and cognitions toward currently owned products stem from a desire to justify the attainment of upgrades without appearing wasteful. A series of studies with actual owners of a wide array of durable goods and evidence from a real-world dataset of lost Apple iPhones demonstrate how the availability of product upgrades increases cavalier behavior toward possessions. These patterns are moderated by motivation to attain the upgrade, such that consumers who are particularly interested in upgrading will be more careless with owned products relative to individuals who are less interested in upgrading. Moreover, we demonstrate that product neglect in the presence of upgrades can occur without explicit, careless intentions. Finally, theoretical and managerial implications of these findings are discussed.