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Overspending on Electronics Natural, Say Researchers

Ever wonder why upgrade fever strikes? Researchers at the Yale School of Management have shown that the thrill of owning a new gadget fades – but that we rarely take that into account when buying it. Yale professors Nathan Novemsky and Ravi Dhar asked shoppers to predict their enjoyment from products including plasma TVs, stereos, and digital cameras at different points in time, and found that even when people believe they will enjoy a product less in the future, they don't consider that when buying. Read the full story at