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
M3. #FOMO: How the Fear of Missing Out Drives Consumer Purchase Decisions
Michelle van Solt, Florida International University
Jessica Rixom, University of Nevada, Reno
Kimberly Taylor, Florida International University
Featured
I, Me, Mine: The Effect of the Explicitness of Self-Anchoring on Consumer Evaluations
Adrienne E Foos, Mercyhurst University
Kathleen A Keeling, University of Manchester, UK
Debbie I Keeling, University of Sussex
Featured
E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective
Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University