Made By Mistake: When Mistakes Increase Product Preference

Taly Reich, Yale University, USA
Daniella Kupor, Boston University, USA
Rosanna Smith, Yale University, USA
Past work suggests that mistakes are undesirable and often result in negative inferences. However, we find that consumers actually prefer products made by mistake to otherwise identical products made intentionally. We document this preference in a field study, nine experiments and eBay auction sales.
[ to cite ]:
Taly Reich, Daniella Kupor, and Rosanna Smith (2017) ,"Made By Mistake: When Mistakes Increase Product Preference ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 834-838.