Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing

  title={Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing},
  author={Debora Viana Thompson and Rebecca W. Hamilton and Roland T. Rust},
  journal={Journal of Marketing Research},
  pages={431 - 442}
As technology advances, it becomes more feasible to load products with a large number of features, each of which individually might be perceived as useful. However, too many features can make a product overwhelming for consumers and difficult to use. Three studies examine how consumers balance their desires for capability and usability when they evaluate products and how these desires shift over time. Because consumers give more weight to capability and less weight to usability before use than… 

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