Fragile Products and Their Conscientious Owners

Evidence from two experiments suggests consumers value fragile products as a means of signaling conscientiousness. However, this relationship only holds when the product has high aesthetic value as this improves its ability to signal. This work ultimately challenges the widely held belief that durability is a universally valued product attribute.


Derek Taylor, Sean Hingston, and Theodore J. Noseworthy (2014) ,"Fragile Products and Their Conscientious Owners", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 813-813.


Derek Taylor, College of Business and Economics, University of Guelph, Canada
Sean Hingston, Schulich School of Business, York University, Canada
Theodore J. Noseworthy, Schulich School of Business, York University, Canada


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


Who Gets Credit? Who Gets Blame? The Role of Agency in Ethical Production

Neeru Paharia, Georgetown University, USA

Read More


How Employees Relate to Their Brand Online: A Critical Visual Analysis of Hollister

Stephanie Kogler, University of Innsbruck, Austria

Read More


The Positivity Problem: Using Mass-Scale Emotionality to Predict Marketplace Success

Matthew D Rocklage, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Loran F Nordgren, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.