Fragile Products and Conspicuous Conscientiousness

Sean T. Hingston, York University, Canada
Derek Taylor, University of Guelph, Canada
Theodore J. Noseworthy, York University, Canada
This research examines the consumer preference for fragility. Fragility is widely accepted as a negative product characteristic and opposite, durability, is considered a critical component of product quality. The results of three studies demonstrate that consumers value fragility as a costly signal of conscientiousness, a desirable personality trait.
[ to cite ]:
Sean T. Hingston, Derek Taylor, and Theodore J. Noseworthy (2015) ,"Fragile Products and Conspicuous Conscientiousness", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 711-712.