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

This paper explores how dimensions of new product, specifically, originality and usefulness, influence word-of-mouth (WOM). In four studies, using lab and field setups, we find that originality and usefulness have different effects on WOM. We show that consumers spread more WOM about original products, but the valence of what they say depends on product usefulness. Thus, originality enhances the effect of usefulness such that consumers spread relatively more, and more positively valenced WOM about original and useful products, compared to less original but equally useful products. Conversely, consumers spread more, and more negatively valenced WOM 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. While originality increases buzz, it might lead to negatively valenced WOM when the usefulness of the product is perceived to be low.