Fragile Products and Conspicuous Conscientiousness

This research examines the consumer preference for fragility. Fragility is widely accepted as a negative product characteristic and opposite, durability, is considered a critical component of product quality. The results of three studies demonstrate that consumers value fragility as a costly signal of conscientiousness, a desirable personality trait.


Sean T. Hingston, Derek Taylor, and Theodore J. Noseworthy (2015) ,"Fragile Products and Conspicuous Conscientiousness", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 711-712.


Sean T. Hingston, York University, Canada
Derek Taylor, University of Guelph, Canada
Theodore J. Noseworthy, York University, Canada


NA - Advances in Consumer Research Volume 43 | 2015

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