What Make Products Weird? Antecedents to and Underlying Mechanism of Weirdness.

Little research attention is paid to the concept of weirdness, because of the negative association of weirdness. This paper challenges this view, not only by identifying the key antecedent (extreme incongruity) to the weirdness and the underlying mechanism (failed sense-making), but also by showing its marketing potential (generating more WOM).


Qian (Claire) Deng and Paul Messinger (2017) ,"What Make Products Weird? Antecedents to and Underlying Mechanism of Weirdness.", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1073-1073.


Qian (Claire) Deng, University of Alberta, Canada
Paul Messinger, University of Alberta, Canada


NA - Advances in Consumer Research Volume 45 | 2017

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