The Desire for Perfect Products

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ID: 326323
2026
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Abstract
Abstract Some consumers evaluate products against demanding, ever-rising ideals of perfection. We introduce the desire for perfect products (DPP), a novel consumer trait capturing the extent to which consumers desire flawless products. Drawing on four qualitative studies, we identify three characteristics that distinguish high (vs. low) DPP consumers: (1) richer and more demanding ideal points, (2) greater susceptibility to upwardly revising those ideals when exposed to superior products, and (3) heightened sensitivity to even minor negative deviations from the ideal. Across scale-development studies reported in the web appendix, we develop an eight-item measure of DPP, establish its discriminant validity, and validate these characteristics. Across eight experiments, we show that DPP systematically shapes consumer behavior across acquisition and disposal. High-DPP consumers employ more numerous and stringent search filters, exhibit stronger preferences for newer products even when objective quality is unchanged, and are less willing to retain, repair, or donate flawed but usable products. Finally, we identify a managerially relevant intervention: reframing flaws as a source of uniqueness attenuates high-DPP consumers’ negative reactions to imperfect products.
Reference Key
openalex_W7201850894 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Aprajita Gautam, Rajagopal Raghunathan, Rebecca Walker Reczek
Journal journal of consumer research
Year 2026
DOI
10.1093/jcr/ucag034
URL
https://doi.org/10.1093/jcr/ucag034
Keywords Keywords not found

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