Time and Conformity: the Effect of Temporal Distance on Consumers’ Responses to Word-Of-Mouth

This paper examines the effect of temporal distance on consumers’ responses to word of mouth. Two studies demonstrate that when participants buy a product for future use (vs immediate use), they will feel more similar and close with other consumers and conform more to their word of mouth.



Citation:

Ran Li, Yiren Dong, and Guocai Wang (2016) ,"Time and Conformity: the Effect of Temporal Distance on Consumers’ Responses to Word-Of-Mouth", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 746-746.

Authors

Ran Li, The Chinese University of Hong Kong, HK, China.
Yiren Dong, Nanjing University
Guocai Wang, Nanjing University



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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