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 More

Featured

Inequality and Market (In)efficiency

Serena Hagerty, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

Product Complexity as a Barrier to Consumer Financial Decision-Making

Timothy Dunn, University of Colorado, USA
Philip M. Fernbach, University of Colorado, USA
Ji Hoon Jhang, Oklahoma State University, USA
John Lynch, University of Colorado, USA

Read More

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

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.