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What Drives Word-of-Mouth? The Roles of Product Originality and Usefulness

This new article just published by the Marketing Science Institute explores how two dimensions of innovation—originality and usefulness—affect consumer word-of-mouth and, hence, the adoption of a new product.

By Sarit Moldovan, Jacob Goldenberg, and Amitava Chattopadhyay

Posted on June 30, 2006

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