Related Experiment Video
Updated: Aug 5, 2025

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
Published on: September 27, 2019
The Effect of Perfectionism on Consumers' Intentions to Purchase Imperfect Products
Libin Chen1, Guanhong Chen1, Shuo Wang1
1Business School, Beijing Technology and Business University, Beijing 100048, China.
Abstract:
Perfectionism is an important personality trait that affects people's behavior, especially consumption behavior. In our study, we aimed to investigate whether perfectionists show different preferences in their consumption choices compared with non-perfectionists and to explore the potential psychological mechanisms mediating this effect. Through four studies, we found that perfectionists are less likely to buy imperfect products, including those that are close to expiry and that have defective functioning, flawed appearance, and incomplete after-sales service than non-perfectionists, and are more likely to avoid choosing imperfect products. In addition, we found a mediating effect of dichotomous thinking and intolerance of uncertainty on this effect to explain the behavioral preferences of perfectionists in their purchasing choices. Manufacturers and marketers can benefit from the results of this study by implementing targeted production requirements and marketing strategies based on the consumer behavior preferences of perfectionists.
Related Concept Videos
Self-Discrepancy Theory
Self-Evaluation: Self-Enhancement and Self-Verification
Self-Presentation: Self-Monitoring and Self-Handicapping
Personality Disorders: Dependent and Obsessive-Compulsive
Dependent Personality Disorder
Dependent personality disorder is characterized by an excessive reliance on others to manage various aspects of life. Individuals with this disorder often struggle...
Decision Making
Automatic decision-making is fast, intuitive, and relies on gut feelings...
Cognitive Dissonance

