It Doesn’T Happen to Mine : a Study of the My-Own-Product Positivity Bias For a Defective Product Management

Jaeil Kim, Seoul National University, Korea
Hakchul Lee, Seoul National University, Korea
This paper suggests that self-positivity bias can occur at product-level and explores how the bias will be reduced. As a follow up study of previous researches on self-positivity bias, this study assumes that consumers perceive those products they possesses to be better than those possessed by others or than other same products. We demonstrated that this transferred bias which highly cost both consumers and companies is moderated by familiarity with a product. Two experiments were employed to demonstrate the bias and to find the effective moderators which increase my-own-product risk perception. Future study and its applications are discussed.
[ to cite ]:
Jaeil Kim and Hakchul Lee (2007) ,"It Doesn’T Happen to Mine : a Study of the My-Own-Product Positivity Bias For a Defective Product Management", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 385-388.