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 MoreFeatured
G13. Odor Priming and Product Preferences: When Smells Regulate Preferences for Semantically-Congruent Products and Brands
Ramona De Luca, EAESP-FGV
Delane Botelho, EAESP-FGV
Featured
From Country-of-origin to Country-of-Consumption: The Institutional Journey of Consumer Trust in Food
Caixia Gan, University of Auckland, New Zealand
Denise M Conroy, University of Auckland, New Zealand
Michael SW Lee, University of Auckland, New Zealand
Featured
When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product
Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA