Billeter, Darron; Kalra, Ajay; Loewenstein, George - In: Journal of Consumer Research 37 (2011) 5, pp. 723-723
For products that require skills to use, such as computers, cell phones, and sports equipment, consumers’ purchase and usage decisions often depend on their prediction of the speed with which they will master the relevant skills. In this article, we identify a systematic pessimism in...