Consumers perceive that a product made by mistake is more improbable, and thus, more unique than an intentional one

Made by Mistake: When Mistakes Increase Product Preference. Taly Reich, Daniella Kupor and Rosanna Smith. Journal of Consumer Research, https://doi.org/10.1093/jcr/ucx089

Abstract: Significant literature has demonstrated that mistakes are undesirable and often result in negative inferences about the person or company that made the mistake. Consequently, individuals and companies tend to avoid sharing information about their mistakes with others. 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.