A high demand for poor quality seems like an Orwellian oxymoron. However, experiments by a team at Wharton found that when given a high-quality, medium-quality, and low-quality entertainment option, respondents often chose the low-quality option because they expected it to be bad. Things that are “so bad it’s good” (SBIG) create their own kind of value through social and cultural currency, according to the study. Consumers want to be “part of the viral trend and in on the joke.” The study offers empirical evidence that there may be a legitimate market for offerings – at least in entertainment – whose quality is universally considered poor. What are your favorite SBIG indulgences?
A high demand for poor quality – so bad it’s good
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