The Appeal of Our New Stuff: How Newness Creates Value

This conceptual paper accounts for the thrill associated with a brand new possession. I propose that the perception of newness is an important part of the consumption experience because it creates short-term value. Three factors create the perception of newness: situational product involvement, a sense that the product is pristine, and physical possession. Value is then derived from the hedonic experience of ownership and the motivational force of attraction to be the first user of a pristine, virgin product. The sense of newness fades over time, through product usage, and as the consumer hedonically adapts to possession.