Originality: Perception and Preference

Originality appeals are ubiquitously applied in marketing campaigns. However, the effect of originality on preference is still not well understood. In a series of 3 studies, the authors examine the effect of entry order and of non-uniqueness on originality perception and preference. The results demonstrate that entry order affects originality perception, but preference only accrues to the very first entrant from relative originality advantage. Moreover, the perception of non-uniqueness affects preference. Specifically, self-generated non-uniqueness lowers evaluation, but other-generated non-uniqueness does not. Originality perception underlies the process of preference formation. The results also reveal that the effect of originality on preference is weakened when goal of identity-expression is attenuated.