The Effects of “Add-On” Features on Perceived Product Value

The research presented in this paper provides evidence that “add-on” features offered to enhance a core offering can be more than just optional benefits. We argue that consumers draw inferences based on the mere availability of an add-on and that these inferences lead to significant changes in the perceived utility of the product itself. We further argue that the enhancements supplied by add-ons can be … [ Read more ]