The Different Roles of Product Originality and Usefulness in Generating Word of Mouth

Sarit Moldovan, Israel Institute of Technology, Israel
Amitava Chattopadhyay, INSEAD, France
Jacob Goldenberg, Hebrew University of Jerusalem, Israel
In this paper we explored how product originality and usefulness initiate word of mouth communication about the product and can lead to product success. We found that originality and usefulness have different roles in the adoption process of a new product. While usefulness determines the valence of word of mouth (positive or negative) and can increase market size, originality amplifies both positive and negative word of mouth and has no effect on the size of the market. We show that high originality, when combined with low usefulness, may produce high amounts of negative word of mouth and may lead to failure.
[ to cite ]:
Sarit Moldovan, Amitava Chattopadhyay, and Jacob Goldenberg (2008) ,"The Different Roles of Product Originality and Usefulness in Generating Word of Mouth", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 49-51.