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Ask for Reviews at The Right Time: Evidence from Two Field Experiments

JOURNAL OF MARKETINGforthcoming

Jung, Miyeon | Ryu, Sunghan | Han, Sang Pil | Cho, Daegon

This study examines how the timing of review reminders affects the likelihood and quality of product review postings. The authors postulate that review reminders have two distinct effects, depending on the delivery timing. On the one hand, reminders of review posting given immediately or shortly after a product experience may threaten a consumer's freedom and prompt an adverse reaction. On the other hand, as time after the product experience passes, it may be advantageous to revive memories of review posting using delayed review reminders. To evaluate the effect of review reminders, they conducted two randomized field experiments. The findings show that immediate reminders reduce the chance of review postings relative to a randomized immediate control group who did not receive a reminder, consistent with the notion that the reactance induced by the violation of freedom due to instant review reminders outweighs the benefit of memory recall. Conversely, delayed reminders significantly increase the likelihood of review posting compared to a randomized delayed control, suggesting that the memory recall benefit surpasses reactance. However, the timing of review reminders has little effect on review content. The study contributes to the literature on the temporal effects of marketing activities and provides practical advice for online marketplaces to collect more product reviews.

Publisher
SAGE PUBLICATIONS INC
Issue Date
forthcoming
Citation
JOURNAL OF MARKETING
ISSN
0022-2429
DOI
10.1177/00222429221143329
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