Consumer responses to planned obsolescence
Volker G. Kuppelwieser,
Aikaterini Manthiou and
Journal of Retailing and Consumer Services, 2019, vol. 47, issue C, 157-165
Companies use planned obsolescence as a central marketing strategy to motivate their customers to (re)buy new and upcoming products. These companies try to increase their revenue and profit by reducing the value of a product's older version. While previous literature focuses on companiesâ€™ perspectives of strategic choice, economic or ecological impact, and innovation management, this paper highlights the customer's perception of planned obsolescence. In presenting three studies, the paper finds that a planned obsolescence strategy harms customersâ€™ value perception and ultimately their willingness to pay. By adding customer-related evidence to the discussion, the paper questions companiesâ€™ planned obsolescence strategies and opens up a potentially rewarding avenue for further research.
Keywords: Planned obsolescence; Substitution; Customer behavior (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:47:y:2019:i:c:p:157-165
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