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| Tekijä: | Moldovan, S. Goldenberg, J. Chattopadhyay, A. |
| Otsikko: | The different roles of product originality and usefulness in generating word-of-mouth |
| Lehti: | International Journal of Research in Marketing
2011 : JUN, VOL. 28:2, p. 109-119 |
| Asiasana: | innovation product design interaction new products |
| Kieli: | eng |
| Tiivistelmä: | This paper examines how the dimensions of new products, more accurately the originality and usefulness of the products, bring about word-of-mouth (WOM). In four studies, including lab and field setups, we find that originality and usefulness affect differently on WOM. We demonstrate that consumers spread more WOM about original products, but what they say depends on the usefulness of the product. Hence, originality strengthens the effect of usefulness such that consumers spread more and more positively valenced WOM about original and useful products as less original but equally useful products. Conversely, consumers spread more and more negatively valenced WOM about original but not useful products compared to less original products with similar level of usefulness. The results imply that product originality should be carefully managed when evolving and positioning new products. Even as originality increases buzz, it may lead to negatively valenced WOM when the usefulness of the product is noticed to be low. |
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