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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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