The different roles of product originality and usefulness in generating word-of-mouth

摘要

This paper explores how the dimensions of new products, specifically, the originality and usefulness of the products, influence word-of-mouth (W0M). In four studies, using lab and field setups, we find that originality and usefulness have different effects on W0M. We show that consumers spread more W0M about original products, but the valence of what they say depends on the usefulness of the product. Therefore, originality enhances the effect of usefulness such that consumers spread relatively more and more positively valenced W0M about original and useful products compared to less original but equally useful products. Conversely, consumers spread more and more negatively valenced W0M about original products that are not useful compared to less original products with the same level of low usefulness. The results indicate that product originality should be managed carefully when developing and positioning new products. Although originality increases buzz, it might lead to negatively valenced W0M when the usefulness of the product is perceived to be low.