So-Bad-It’S-Good: When Consumers Prefer Bad Options
Why do people consume so-bad-it’s-good content such as Tommy Wiseau’s The Room or Rebecca Black’s “Friday?” In nine studies across several content domains (e.g., Olympic ski runs, talent show auditions), we demonstrate and explore why participants often prefer very bad options over mediocre ones.
Evan Weingarten, Amit Bhattacharjee, and Patti Williams (2018) ,"So-Bad-It’S-Good: When Consumers Prefer Bad Options", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 57-62.
Evan Weingarten, University of California San Diego, USA
Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Patti Williams, University of Pennsylvania, USA
NA - Advances in Consumer Research Volume 46 | 2018
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