Do positive reviews of a previous‐generation product benefit a next‐generation product?

Drawing on consumer inferences theory, our research examines the spillover effects of positive reviews from a multi‐generation product perspective and mainly explores the moderating role of time interval and price growth rate. The results show the spillover effects of positive reviews would be affected or even changed by entering timing and prices of new products. We find that the number of a previous‐generation product's positive reviews has an...