A Matter of Timing: Effects of Source Similarity and Message Type on the Persuasiveness of Online Reviews

• In Event: HIGH-DENSITY: At the Intersection of Cognition, Emotion, and Message

Abstract

Online reviews are a frequently used source when consumers gather information about products or hotels. Based on construal level theory, this study investigated whether the relevance of source and message variables in the processing of consumer reviews depends on the time frame of the decision. An online experiment on hotel reviews (N = 280) varied the planned time of the vacation (near vs. distant future), the similarity of the reviewer (same vs. other age group), and the provided arguments (feasibility vs. desirability). For bookings in the distant future, desirability-related arguments had a stronger impact on the likelihood of booking and dissimilar sources affected participants’ perception of the hotel style more strongly. Theoretical and practical implications on the persuasiveness of online reviews and the role of psychological distance are discussed.

Authors

• Stephan Winter, University of Koblenz-Landau

• Lena Schulte-Bockholt, U of Duisburg-Essen