Fragile Products and Their Conscientious Owners

Derek Taylor, College of Business and Economics, University of Guelph, Canada
Sean Hingston, Schulich School of Business, York University, Canada
Theodore J. Noseworthy, Schulich School of Business, York University, Canada
Evidence from two experiments suggests consumers value fragile products as a means of signaling conscientiousness. However, this relationship only holds when the product has high aesthetic value as this improves its ability to signal. This work ultimately challenges the widely held belief that durability is a universally valued product attribute.
[ to cite ]:
Derek Taylor, Sean Hingston, and Theodore J. Noseworthy (2014) ,"Fragile Products and Their Conscientious Owners", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 813-813.