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

Neil Brigden, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
Consumers frequently face decisions about whether to repair product malfunctions. We demonstrate that ironically, less severe malfunctions can lead to greater losses in enjoyment. This effect is possible because consumers repair major malfunctions immediately, but allow minor malfunctions to persist. We explore affective forecasting errors as a mechanism.
[ to cite ]:
Neil Brigden and Gerald Häubl (2011) ,"The Big Cost of Small Problems: Ironic Effects of Malfunction Severity on Enjoyment", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.