The Perfection Premium
This research documents a perfection premium in evaluative judgments wherein individuals disproportionately reward perfection on an attribute compared to near-perfect values on the same attribute. The authors also show that the perfection premium occurs because perfect items are spontaneously placed into a separate mental category than other items.
Citation:
Mathew S. Isaac and Katie Spangenberg (2020) ,"The Perfection Premium", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 425-426.
Authors
Mathew S. Isaac, Seattle University, USA
Katie Spangenberg, University of Washington, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Predicting Consumer Brand Recall and Choice Using Large-Scale Text Corpora
Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Ming Hsu, University of California Berkeley, USA
Featured
Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift
Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana
Featured
Secrecy Prompts Nonconformity-Avoidance in Consumption Choice
DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University