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

If larger malfunctions are addressed quickly while smaller ones are allowed to persist, is a consumer potentially worse off with a smaller malfunction than a larger one? We demonstrate that such a paradox is possible and explore the underlying mechanism.



Citation:

Neil Brigden and Gerald Haeubl (2011) ,"The Big Cost of Small Problems: Ironic Effects of Malfunction Severity on Consumption Experience", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 639-640.

Authors

Neil Brigden, University of Alberta, Canada
Gerald Haeubl, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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