Exploring the Relationship Between Personal Values and Perceived Obsolescence of High-Tech Products

This study explores the relationship between personal values (biospheric, altruistic, egoistic, and hedonic) and perceived obsolescence of high-tech consumer products. Obsolescence, characterized by the loss of product value, functionality, or desirability, is a significant concern in the consumer technology sector, influencing product life cycles and consumer demand. The study proposes that the degree of perceived obsolescence may differ based on individuals' personal values. For example, individuals who strongly endorse biospheric values may be less likely to replace their smartphones, while those who strongly endorse egoistic values may be more likely to do so. The study employs "Multivariate Analysis of Variance" to examine the relationship between personal values and the perceived obsolescence types (economic, functional, technological, and aesthetic). A representative sample of individuals who have voluntarily replaced their working smartphones will be recruited, and personal values will be measured using a validated value scale. The study expects to find significant differences in the perceived importance of obsolescence types among individuals with varying personal values. The findings may help manufacturers adapt their strategies to effectively meet consumer demands and foster long-term relationships with their target audience while addressing the environmental concerns associated with rapid product obsolescence.