R ead Rust, Thompson and Hamilton’s article in Harvard Business Review (February 2006:

98ff) on ‘Defeating feature fatigue’. Summarise their main arguments and examples into a paragraph. Working in groups of three, write a brief for a marketing manager, first, explaining why consumers prefer capability to usability;

secondly, identifying the disadvantages for both consumers and managers of consumers’

tendency to prefer capability to usability; and thirdly, suggesting strategies that managers might adopt to counter feature fatigue among consumers.