CBR Briefing #74

A connected scatterplot charting product-happiness ratings on the y-axis and time elapsed on the x-axis. First, participants rated smaller e-reader devices after a minute-and-a-half of use, giving different models a seven and an eleven on an overall scale of twenty-two-point-five. Next, participants all switched to larger e-reader devices, and after fifteen seconds, gave them higher ratings of twelve and seventeen. Then, after another five-and-a-half minutes, they rated the larger devices again, with scores dropping to eleven and thirteen.

Upgrading to a larger screen isn’t always a big deal

  • The happiness that comes from a product upgrade may not last very long, particularly if it satisfies a want rather than a need, according to ideas42’s Raegan J. Tennant and Chicago Booth’s Christopher K. Hsee.
  • The researchers observed this finding from an experiment using e-readers of various sizes. One group of participants were asked to read on the smallest e-reader before switching to a medium-sized one. Another group started on the medium-sized e-reader and then moved to the biggest one. At various points, participants were asked how happy they were with the experience.
  • Both groups reported a boost in happiness from moving to a larger screen, but that happiness faded faster for those who had upgraded to the biggest screen from a medium-sized one.

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