Proximate Emotion and Distant Reason: Temporal Inference in Word-Of-Mouth

Linda Hagen, University of Michigan, USA
Ed O’Brien, University of Chicago, USA
Five field and laboratory studies reveal that word-of-mouth opinions (in online reviews) are significantly less persuasive when shared at “proximate” (soon after) versus “distant” (long after) points of purchase. This occurs because proximate reviewers are assumed to be emotional/ irrational, discrediting otherwise identical content shared by distant reviewers.
[ to cite ]:
Linda Hagen and Ed O’Brien (2015) ,"Proximate Emotion and Distant Reason: Temporal Inference in Word-Of-Mouth", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 100-104.