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Made by Mistake: When Mistakes Increase Product Preference.

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Title: Made by Mistake: When Mistakes Increase Product Preference.
Authors: REICH, TALY1 taly.reich@yale.edu, KUPOR, DANIELLA M.2 dkupor@bu.edu, SMITH, ROSANNA K.3 rosanna.smith@uga.edu
Source: Journal of Consumer Research. Feb2018, Vol. 44 Issue 5, p1085-1103. 19p. 4 Diagrams, 2 Graphs.
Subject Terms: *Errors, *Consumer preferences, *Act psychology, *Internet auctions, *Novelty (Perception)
Abstract: Mistakes are often undesirable and frequently result in negative inferences about the person or company that made the mistake. Consequently, research suggests that information about mistakes is rarely shared with consumers. However, we find that consumers actually prefer products that were made by mistake to otherwise identical products that were made intentionally. This preference arises because consumers perceive that a product made by mistake is more improbable relative to a product made intentionally, and thus, view the product as more unique. We find converging evidence for this preference in a field study, six experiments, and eBay auction sales. Importantly, this preference holds regardless of whether the mistake enhances or detracts from the product. However, in domains where consumers do not value uniqueness (e.g., utilitarian goods), the preference is eliminated. [ABSTRACT FROM AUTHOR]
Database: Energy & Power Source
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PubType: Academic Journal
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  Data: Made by Mistake: When Mistakes Increase Product Preference.
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  Data: <searchLink fieldCode="AR" term="%22REICH%2C+TALY%22">REICH, TALY</searchLink><relatesTo>1</relatesTo><i> taly.reich@yale.edu</i><br /><searchLink fieldCode="AR" term="%22KUPOR%2C+DANIELLA+M%2E%22">KUPOR, DANIELLA M.</searchLink><relatesTo>2</relatesTo><i> dkupor@bu.edu</i><br /><searchLink fieldCode="AR" term="%22SMITH%2C+ROSANNA+K%2E%22">SMITH, ROSANNA K.</searchLink><relatesTo>3</relatesTo><i> rosanna.smith@uga.edu</i>
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Consumer+Research%22">Journal of Consumer Research</searchLink>. Feb2018, Vol. 44 Issue 5, p1085-1103. 19p. 4 Diagrams, 2 Graphs.
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  Data: *<searchLink fieldCode="DE" term="%22Errors%22">Errors</searchLink><br />*<searchLink fieldCode="DE" term="%22Consumer+preferences%22">Consumer preferences</searchLink><br />*<searchLink fieldCode="DE" term="%22Act+psychology%22">Act psychology</searchLink><br />*<searchLink fieldCode="DE" term="%22Internet+auctions%22">Internet auctions</searchLink><br />*<searchLink fieldCode="DE" term="%22Novelty+%28Perception%29%22">Novelty (Perception)</searchLink>
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  Label: Abstract
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  Data: Mistakes are often undesirable and frequently result in negative inferences about the person or company that made the mistake. Consequently, research suggests that information about mistakes is rarely shared with consumers. However, we find that consumers actually prefer products that were made by mistake to otherwise identical products that were made intentionally. This preference arises because consumers perceive that a product made by mistake is more improbable relative to a product made intentionally, and thus, view the product as more unique. We find converging evidence for this preference in a field study, six experiments, and eBay auction sales. Importantly, this preference holds regardless of whether the mistake enhances or detracts from the product. However, in domains where consumers do not value uniqueness (e.g., utilitarian goods), the preference is eliminated. [ABSTRACT FROM AUTHOR]
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=enr&AN=128141593
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        Value: 10.1093/jcr/ucx089
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        Text: English
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      – SubjectFull: Consumer preferences
        Type: general
      – SubjectFull: Act psychology
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      – SubjectFull: Internet auctions
        Type: general
      – SubjectFull: Novelty (Perception)
        Type: general
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      – TitleFull: Made by Mistake: When Mistakes Increase Product Preference.
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            NameFull: REICH, TALY
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            NameFull: KUPOR, DANIELLA M.
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            NameFull: SMITH, ROSANNA K.
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              Text: Feb2018
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              Y: 2018
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