Abstract
Imagine you are searching for a hotel for a weekend trip and encounter a number of reviews on Tripadvisor.com. One review is posted by a user that is in a similar age, while the profile below the second review shows that the author is 30 years older than you – whose opinion would you give more weight in your decision?
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Winter, S., Schulte-Bockholt, L. (2018). When Do We Trust Online Reviews by Similar vs. Dissimilar Users? An Application of Construal Level Theory. In: Cauberghe, V., Hudders, L., Eisend, M. (eds) Advances in Advertising Research IX. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-22681-7_21
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