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The Recent versus The Out-Dated: An Experimental Examination of the Time-Variant Effects of Online Consumer Reviews

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  • Jin, Liyin
  • Hu, Bingyan
  • He, Yanqun

Abstract

Conventional wisdom suggests that the most recent online reviews may have a greater impact than out-dated online reviews on consumers’ purchase decisions because of their up-to-date nature. However, building on the theory of temporal distance and construal fit, this study proposes a new perspective, suggesting that the influence of online reviews posted at different times is a function of the timeframe for the consumers’ intended purchase. Four experiments demonstrate that although recent online reviews are more influential in shifting consumer preferences towards near-future consumption decisions, the relative influence of out-dated online reviews in shifting consumer preferences increases when consumers are making distant-future consumption decisions. This effect occurs because of a construal fit between the construal level of the online reviews posted at different times and that of the timeframe of consumers’ purchase decisions. The recent reviews are represented at a relatively lower construal level, with the low-level construal matching the timeframe of the near-future consumption decision. Out-dated reviews, however, are represented at a relatively higher construal level and match the timeframe of the distant-future consumption decision. This construal fit, in turn, enhances consumer engagement and consequently exerts a greater influence on consumer preferences.

Suggested Citation

  • Jin, Liyin & Hu, Bingyan & He, Yanqun, 2014. "The Recent versus The Out-Dated: An Experimental Examination of the Time-Variant Effects of Online Consumer Reviews," Journal of Retailing, Elsevier, vol. 90(4), pages 552-566.
    • Handle: RePEc:eee:jouret:v:90:y:2014:i:4:p:552-566
    DOI: 10.1016/j.jretai.2014.05.002
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