In Pursuit of Imperfection: How Flawed Products Can Reveal Valuable Process Information
We investigate circumstances where consumers seek flawed consumption opportunities. We find that consumers who care about production processes (e.g., organic farming) may choose imperfect products (e.g., blemished apples) or enjoy imperfect experiences (e.g., poorly written emails). Five studies reveal imperfections help resolve uncertainty about difficult to verify production processes.
Citation:
Erin P Carter and Peter McGraw (2018) ,"In Pursuit of Imperfection: How Flawed Products Can Reveal Valuable Process Information", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 57-52.
Authors
Erin P Carter, University of Maine
Peter McGraw, University of Colorado, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
A Taxonomy of Opposition to Genetically Modified Foods
Philip M. Fernbach, University of Colorado, USA
Nicholas Light, University of Colorado, USA
Lauren Min, University of Colorado, USA
Featured
Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging
Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada
Featured
Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising
Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium