This article from Wharton discusses the phenomenon of "so bad it's good" in consumer behavior, where people are drawn to and enjoy content that is intentionally low quality or cheesy. The study conducted by Wharton marketing professor Patti Williams and her colleagues explores why consumers are attracted to such content, even when better options are available.
The researchers found that participants in their experiments often chose the worst option among a set of choices, expecting it to be bad. This preference for "badness" is attributed to the social and cultural currency that comes with enjoying something that is so bad it's good. Consumers want to be part of the trend, in on the joke, and to share the experience with others.
The study also found that people are more likely to choose the worst option when it has no real cost to them, such as being inexpensive or not offensive. This type of content can serve as a distraction without any significant consequences, allowing consumers to enjoy and engage with it guilt-free.
Overall, the researchers hope that their study will inspire further research into the "so bad it's good" phenomenon and shed light on the reasons behind why consumers are drawn to low-quality content. In times of societal division, embracing and enjoying something that is universally considered bad may serve as a way to bring people together and foster a sense of unity.
コメント