It Doesn’T Happen to Mine : a Study of the My-Own-Product Positivity Bias For a Defective Product Management

This paper suggests that self-positivity bias can occur at product-level and explores how the bias will be reduced. As a follow up study of previous researches on self-positivity bias, this study assumes that consumers perceive those products they possesses to be better than those possessed by others or than other same products. We demonstrated that this transferred bias which highly cost both consumers and companies is moderated by familiarity with a product. Two experiments were employed to demonstrate the bias and to find the effective moderators which increase my-own-product risk perception. Future study and its applications are discussed.



Citation:

Jaeil Kim and Hakchul Lee (2007) ,"It Doesn’T Happen to Mine : a Study of the My-Own-Product Positivity Bias For a Defective Product Management", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 385-388.

Authors

Jaeil Kim, Seoul National University, Korea
Hakchul Lee, Seoul National University, Korea



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Data-Driven Computational Brand Perception

Sudeep Bhatia, University of Pennsylvania, USA
Christopher Olivola, Carnegie Mellon University, USA

Read More

Featured

L14. Christmas Decorations in September – What Happened to Halloween? The Effect of Prospective Event Markers on Time Perceptions and Attitudes Towards Promotions

Chaumanix Dutton, University of Southern California, USA
Kristin Diehl, University of Southern California, USA

Read More

Featured

How Temporal Separation in Budgeting Affects Spending Behavior

Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M 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.