Bertini, Marco; Ofek, Elie; Ariely, Dan - In: Journal of Consumer Research 36 (2009) 1, pp. 17-28
The research presented in this article provides evidence that add-on features sold to enhance a product can be more than just discretionary benefits. We argue that consumers draw inferences from the mere availability of add-ons, which in turn lead to significant changes in the perceived utility...