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.
Citation:
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.
Authors
Evan Weingarten, University of California San Diego, USA
Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Patti Williams, University of Pennsylvania, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
P8. Understanding Financial Literacy: a Meta-Analysis of the Antecedents, Consequents and Moderators
FERNANDO DE OLIVEIRA SANTINI, UNIVERSIDADE DO VALE DO RIO DOS SINOS - UNISINOS
Frederike Monika Budiner Mette, ESPM, Brazil
Mateus Canniatti Ponchio, ESPM, Brazil
Wagner Junior Ladeira, Unisinos
Featured
Easy To Be Selfish: Comparing the Influence of a Social Norm and an Individual Example
Zheshuai Yang, National University of Singapore, Singapore
Yan Zhang, National University of Singapore, Singapore
Featured
Attention to missing information: The effect of novel disclosure methods
Nikolos M Gurney, Carnegie Mellon University, USA
George Loewenstein, Carnegie Mellon University, USA