The Columbia Business School recently demonstrated by a study something that everyone suspected: we are much more likely to drop our iPhone or neglect out there when Apple will launch a new model or just throw it right. In fact, the peak of iPhone losses is recorded in the period immediately preceding an iPhone launch, while the incidence of damages peaks shortly thereafter.
Why do we become more reckless people with our perfectly functional phones when there is a newer and improved model in the market? According to the study, it is because we want a reason to update it without guilt caused by the waste, it is a phenomenon dubbed the "refresh effect".
Our subconscious encourages us to treat our possessions carelessly when there is an improved version in the market, in a way that increases the probability of losing or damaging our devices. It is not that we do it intentionally, say the researchers. We simply become less cautious, although we are not aware.
Sylvia Bellezza, one of the authors of the study stated:
WE WOULD FEEL GUILTY IF WE UPDATE OUR SMARTPHONE FOR NO REASON, BUT IF OUR TERMINAL IS DAMAGED OR IN POOR CONDITION, WE HAVE A REASON TO DO SO WITHOUT LOOKING WASTEFUL. SO WE STARTED USING OUR PHONE IN THE RAIN OR LEFT SLOPPY AND IN PLAIN SIGHT OF EVERYONE IN A CAFE.
For the study, researchers encestaron 600 people owning a smartphone and reports of losses iPhone to draw the conclusion that all suspected: that some people unintentionally sabotage when a new gadget on the market. In addition, this conclusion called "Update effect" can be extrapolated not only to iPhone but portable computers, perfumes and even detergents.
The authors suggest that before self-sabotaging, gifts or recicles your iPhone. And we add that there is an interesting and beneficial market for second - hand iPhone can afford to get rid of your old iPhone and get money for it.