Thompson, D., Hamilton, R., & Ratner, R. (2013). When Consumers Value Products Based on Usage Frequency. Washington, DC: Georgetown University. Retrieved from http://hdl.handle.net/10822/707505.

Consumers not only consider how often they will use a product, but also how often others use the product, when making a purchase. Continue reading to learn how product valuation is negatively related to the perception that others use a product more frequently.