First Things First? the Value of Originality

Kobe Millet, K.U. Leuven, Belgium; Free University Amsterdam, the Netherlands
Bram Van den Bergh, K.U. Leuven, Belgium
Mario Pandelaere, Ghent University, Belgium
We demonstrate that consumers prefer objects that are perceived as being original: Individuals prefer ‘authentic’ objects (e.g., the first stimulus in a sequence) and dislike mere derivatives. We show that the preference for original objects can be attributed to the value attached to independent creation: The appreciation of original objects is highly dependent on whether or not individuals adopt an independent (or "individualistic") mindset.
[ to cite ]:
Kobe Millet, Bram Van den Bergh, and Mario Pandelaere (2010) ,"First Things First? the Value of Originality", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 666-667 .