First Things First? the Value of Originality

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.


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 .


Kobe Millet, K.U. Leuven, Belgium; Free University Amsterdam, the Netherlands
Bram Van den Bergh, K.U. Leuven, Belgium
Mario Pandelaere, Ghent University, Belgium


NA - Advances in Consumer Research Volume 37 | 2010

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