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
When CSR Becomes a Liability for Firms in Crises: Effects on Perceived Hypocrisy and Consumer Forgiveness
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
Featured
Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels
Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada
Featured
Search Predicts and Changes Patience in Intertemporal Choice
Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA