Consumers enjoy products more in the long run if they don't overuse them when first purchased, according to a new study in the Journal of Consumer Research.
"Consumers are naturally prone to consume products they enjoy too rapidly for their own good, growing tired of them more quickly than they would if they slowed down," write authors Jeff Galak (Carnegie Mellon University), Justin Kruger (New York University), and George Loewenstein (Carnegie Mellon University).