Is the devil in the details? Construal-level effects on perceived usefulness of online reviews for experience services

Prior to purchase decision-making in regard to experience services in electronic commerce, consumers tend to check the reviews for the intended purchase online. Realizing the importance of online word-of-mouth marketing, online retailers offer a bonus to motivate consumers to write reviews. While great attention is paid to the reviewers, few efforts are exerted in regard to the readers of the reviews. Focusing on the mindsets of readers in their...