Does Source Similarity Type Matter in Online Review Effectiveness? The Moderating Role of Information Processing Style

This study investigates the influence of review source similarity type (i.e., surface-level similarity versus deep-level similarity) on consumer behavioral intentions, and the moderating role of information processing style. Data was collected from university students using experimental design, with review source similarity type and information processing style being manipulated. Results demonstrate that the effect of review source-reader similarity on the reader’s behavioral intentions is different based on one’s information processing style. Purchase intention of respondents using low analytical processing style is more influenced by reviewers who share surface-level similarity with them. Word-of-mouth (WOM) intention of respondents using high analytical processing style is more influenced by the opinion of reviewers who share deep-level similarity with them. Our findings provide managerial insights regarding how to filter, prioritize, and present customer reviews of product/service to readers, based on the type of shared similarity between the review source and the review reader.