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 More

Featured

Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness

Dionysius Ang, Leeds University Business School

Read More

Featured

Accounting For Gains From Discounted Credit

Andong Cheng, University of Delaware, USA
Ernest Baskin, Yale University, USA

Read More

Featured

How Mortality Salience Shapes Consumers’ Responses to Brands

Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

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.