The Big Cost of Small Problems: Ironic Effects of Malfunction Severity on Consumption Experience

Neil Brigden, University of Alberta, Canada
Gerald Haeubl, University of Alberta, Canada
If larger malfunctions are addressed quickly while smaller ones are allowed to persist, is a consumer potentially worse off with a smaller malfunction than a larger one? We demonstrate that such a paradox is possible and explore the underlying mechanism.
[ to cite ]:
Neil Brigden and Gerald Haeubl (2011) ,"The Big Cost of Small Problems: Ironic Effects of Malfunction Severity on Consumption Experience", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 639-640.