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Past research on product upgrades has focused either on understanding who and when will upgrade or on figuring out why consumers will upgrade, but seldom on all. It has also neglected the interplay between these matters with decision context and timing. This manuscript depicts a comprehensive approach where, for the first time, product characteristics, individual differences, process, and contextual variables are analyzed on a predictive model of real product upgrades, identified through thedoi:10.1590/1807-7692bar2020190125 fatcat:pz3ecuxu7becnl452cccf6xy4m