Conversely to the threshold features that are first noticed when they are missing, the reverse features only have an effect when they occur—and often, a negative one at that. So, their absence is considered the normal status. In most cases, these are faults or conditions that the manufacturer did not intend. But even functions that help the company, but also burden the customer, are considered to be reverse features.
If we think of our online store in the example, then a possible reverse feature would be, for example, a registration option for spam emails when buying an item. The customer doesn’t expect to receive annoying emails as a result of the registration process, and as soon as the first of these emails arrives, they will definitely be dissatisfied.