The research presented in this paper 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 of...

We study how digital service firms can develop an active customer base, focusing on two questions. First, how does the way customers use the service post-adoption to meet their own needs (personal usage) and to interact with one another (social usage) vary across customer acquisition methods?...