AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

Driven by the popularity of online shopping and social media platforms, consumers’ purchase decisions are significantly influenced by reviews from other consumers. When sharing product experiences, reviewers may focus on the past or the future. However, it remains unclear how the temporal focus of reviews affects their persuasiveness. In this research, we propose that consumers are more likely to be persuaded by past-focused (vs. future-focused) reviews. This effect is explained by perceived expertise. Four studies provide convergent evidence supporting our hypotheses. This research contributes to the literature on word-of-mouth, consumer expertise, and temporal framing.

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