Buying for Others: Persuasiveness of Online Comments from Different Sources

Abstract

Abstract:

Drawing on construal level theory and egocentric anchoring effect, the authors examine the interplay of distance from closeness and distance from similarity on online reviews' persuasions. Two experiments revealed that, when they buy for close others, consumers are more likely to be persuaded by the comments of ambiguous and similar reviewers than those of dissimilar reviewers; when they buy for distant others, consumers are more likely to be persuaded by comments of ambiguous and dissimilar reviewers than those of similar reviewers. Egocentric anchoring effect is used to explain persuasiveness of comments from ambiguous reviewers.

Key words: construal level theory, psychological distance, source of comments, persuasion, egocentric anchoring effect

Zhang Qin, Gong Yanping, Zhang Xiaodan. Buying for Others: Persuasiveness of Online Comments from Different Sources[J]. , 2019, 31(2): 94-102.

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