Does faster always mean better? The negative marketing consequences of fast product upgrade frequency

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-05-06 DOI:10.1016/j.jbusres.2025.115425

Wumei Liu , Manxin Wang , Jingjing He

引用次数: 0

Abstract

An increasing body of research investigates what motivates consumers to choose upgraded products. However, little is known about how product upgrade frequency affects consumer perception of the upgraded product and the company behind it. This research examines the effect of product upgrade frequency on consumers’ environmental friendliness perception of the product and the downstream corporate social responsibility (CSR) perception of the company. Through one secondary data study and five experiments, we show that fast (vs. slow) product upgrade frequency reduces consumers’ environmental friendliness perception of the product, which consequently reduces consumers’ CSR perception of the company. Additionally, we find that the negative effect of fast (vs. slow) upgrade frequency on CSR perception is amplified (attenuated) when the attributes being upgraded are the periphery ones (central ones).

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更快就意味着更好吗？快速产品升级频率的负面营销后果

越来越多的研究调查是什么促使消费者选择升级产品。然而，关于产品升级频率如何影响消费者对升级后的产品及其背后公司的认知，我们知之甚少。本研究考察了产品升级频率对消费者对产品环境友好感知和下游企业社会责任感知的影响。通过1次二次数据研究和5次实验，我们发现产品升级频率快（慢）降低了消费者对产品的环境友好感知，从而降低了消费者对公司的社会责任感知。此外，我们发现当升级的属性是外围属性（中心属性）时，快（慢）升级频率对企业社会责任感知的负面影响会被放大（减弱）。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.