The Desire for Perfect Products
Year: 2026
Type: article
Abstract: Some consumers evaluate products against demanding, ever-rising ideals of perfection. This research introduces the desire for perfect products (DPP), a novel consumer trait capturing the extent to which consumers desire flawless products. Drawing on four qualitative studies, the research identifies 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, an eight-item measure of DPP is developed, its discriminant validity is established, and these characteristics are validated. Across eight experiments, the findings 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, the research identifies a managerially relevant intervention: Reframing flaws as a source of uniqueness attenuates high-DPP consumers’ negative reactions to imperfect products.
Source: Journal of Consumer Research
DOI: 10.1093/jcr/ucag034
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $4,224
OpenAlex ID: W7201850894