If you do more than running in your Nikes, then it is possible you may not like them, as per a new study.
The study found that the more a consumer uses a product for different purposes or in different situations, the more likely he or she will report being unsatisfied with their purchase.
Authors Jordan Etkin (Duke University) and Aner Sela (University of Florida) wrote that consumers often use the same product in the same way in multiple situations, and these situations may differ in variety, adding that when people perceived more variety among a product's usage situations, they liked the product less.
The authors concluded that this research has several implications for marketing practice. For example, asking consumers to think of their various experiences with a product may accidentally lead consumers to remember a wide variety of different usage situations, feel they had used the product less often, and consequently give it a lower rating.
They added that contrary to what might be expected, advertising that portrays usage as more repetitive may lead current customers to feel that they are getting more use from the product, which should increase loyalty and repeat purchases.
The study appears in the Journal of Marketing Research.
