Every day hot new products enter the marketplace and existing products are improved to keep pace. Yet a surprising number of novel ideas fail to take hold, and many enhanced products lose customer loyalty and market share. Research, anecdotal evidence and experience have shown that liking, price value perception and need fulfillment are the primary drivers for consumer purchase interest, but how does product uniqueness relate to product success? A product concept with high liking may or may not compel consumers to buy. Likewise, high uniqueness for a product concept may or may not have a positive impact on purchase interest. However, while liking, price value perception and need fulfillment are the primary drivers of consumer purchase interest, researchers have discovered an interesting relationship between liking and uniqueness.