upgrade effect 升级效应

Scientists claim that as soon as a new phone comes out, people tend to act recklessly with their existing phones - without even realising it. 

科学家表示，一旦有新款手机面世，人们对现有的手机就更加“肆意妄为”，而自己根本意识不到。

Researchers believe this is because we are conditioned to avoid the guilt of upgrading to a more expensive model without proper justification. 

研究人员认为，这是因为人们下意识地为自己给手机升级换代找个理由，以避免“罪恶感”。

They've labelled this phenomenon the 'upgrade effect'. 

他们将这种现象称之为“升级效应”。