How does the construal level affect consumers’ intention to adopt product ratings and individual reviews?

The study aims to examine how and why consumers’ intention to adopt aggregate review metrics (ARM) (e.g., product ratings) versus individual reviews (IR) (e.g., specific review texts) in an online shopping setting is differentially affected when both types of cues are salient. First, we provide a novel conceptualization of ARM as a “base rate cue” consisting of abstract, aggregated, category-level, and pallid elements; likewise, IR as a “case information cue” consisting of concrete, characteristi, and vivid elements. Construal level theory constitutes the theoretical foundation of this study. The research includes two major studies. First, a list of elements that influence the relative importance of the cue types (i.e., ARM vs IR) on consumer decision-making is compiled using in-depth interviews. Then, a pilot and an experimental study are designed to test our hypothesis. Findings prove that consumers’ intention to adopt IR (ARM) is increased (decreased) when they are in a concrete mind-set. Likewise, consumers’ intention to adopt the ARM (IR) is increased (decreased) when they are in the abstract mind-set. The results contribute to the existing literature on electronic word of mouth (eWOM) and construal level theory, as well as provide novel insights for managers as to the prioritization of cue types in line with the mental construal of consumers.