Physical products (e.g., cars, smartphones) increasingly evolve into dynamic service platforms that allow for customization through fee-based activation of restricted add-on features throughout their lifecycle. The authors refer to this emerging phenomenon as "internal product upgrades". Drawing...

Innovative aesthetic product appearances can create buffering effects in the pre-adoption phase that lead consumers to base their expectations on the aesthetics rather than on objective information about innovative products. How do innovative aesthetics influence product experience in the...