Jarle Møen joins expert committee
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Will the devil wear a repaired Prada?
`Repair actions carry a negative social status signal. That’s why people refrain from repairing their products´, says NHH researcher Aruna D Tatavarthy.
The paper
Will the Devil Wear a Repaired Prada? Understanding Social Barriers to Product Repair. Submitted paper by Assistant Professor Aruna Divya Tatavarthy, Professor Helge Thorbjørnsen, both Department of Strategy and Management, and Associate Professor Nidhi Agrawal (University of Washington).
The film The Devil Wears Prada is an American comedy from 2006 about Andy (Anne Hathaway) and fashion director Miranda (Meryl Streep) who work for a fashion magazine (photo).
While sustainability has become a cornerstone of modern consumer behavior, product repair is still met with reluctance.
According to Aruna D. Tatavarthy, Assistant Professor at NHH Norwegian School of Economics, the reason lies not in the practicality of repair but in its social stigma.
People incur social tax from engaging in repairs. This happens because repairs are driven by frugality motives.
Several barriers
`Stated simply, our results indicate that people perceive repair decisions are more likely to be undertaken by consumers from low socio-economic status groups´, Tatavarthy says.
While sustainable purchases like eco-friendly products often signal both wealth and social awareness, repairs tell a different story.
`Repair decisions are often perceived as a marker of lower socio-economic status or frugality motivated by financial necessity. This might discourage many from repairing their products, even when it is the more cost-effective and sustainable option´.
In other words, the researchers propose that repair actions carry a negative social status signal, and therefore individuals refrain from repairing their products. Their study is based on a field experiment and six behavioral experiments
Tree dimensions of repair decisions
On one hand, frugality reflects responsibility and sustainability.
`On the other hand, frugal behavior like repairing products may be associated with financial necessity, which may carry unintended negative connotations´.
This tension helps explain why some people choose to replace products rather than repair them, even when repair is a more sustainable and cost-effective option.
The study explores several dimensions of repair decisions, offering a deeper understanding of how individuals approach repairs:
Person Attributions – Who repairs? People assume that repair actions are more likely to be taken up by those who are poor because they could not afford to buy new products.
Motivational Attributions – Why repair? Repairs are motivated by cost savings, and frugality motives.
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Reframing repair
The study highlights the need for a cultural shift in how we frame repairs – not as an act of necessity or thrift, but as a conscious, forward-thinking choice that aligns with sustainability goals.
`For example, when people engage in other socially desirable activities, like taking part in community services, and be part of a pro-environmental group, then their repair actions are not socially stereotyped. Instead, suddenly repairs become a symbol of high-status´, Tatavarthy elaborates.
By examining the role of repairs from a social signal perspective, their research contributes to understanding social barriers to sustainable ownership practices.
´Furthermore, in examining the boundary conditions for the main effect, our research also paves way for designing policies and communication strategies that can make product repairs more socially desirable´, Tatavarthy concludes.
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