Does language concreteness influence consumers’ perceived deception in online reviews?

Purpose: Although online reviews have become a key source of information for consumer purchasing decisions, little is known about how the concreteness of language used in these reviews influences perceptions of deception. This study aims to address this important gap by drawing on psycholinguistic research and Language Expectancy Theory to examine how and when the concreteness of online reviews (abstract vs concrete) impacts consumers’ perceived deception. Design/methodology/approach: Two scenario-based experiments were conducted to examine how the concreteness of online reviews (abstract vs concrete) influences consumers’ perceptions of deception, considering the mediating role of psychological distance to online reviews and the moderating effects of Machiavellianism (Mach) and reviewer identity disclosure. Findings: Online reviews that include concrete language lead to lower perceived deception by reducing consumers’ psychological distance from the review. For consumers with higher levels of Mach, online reviews written in abstract (vs concrete) language result in higher perceived deception via psychological distance, while for consumers with lower Mach, online reviews written in concrete (vs abstract) language result in higher perceived deception via psychological distance. Research limitations/implications: To the best of the authors’ knowledge, this study is one of the first to highlight the relevance of linguistic style (i.e. concrete review vs abstract review) on consumers’ perceived deception toward online reviews in the context of e-commerce. Practical implications: The framework enables managers of online retailing platforms to identify the most effective strategies to decrease consumers’ perceived deception via the appropriate utilize of linguistic styles of online reviews. Originality/value: This study contributes to both theory and practice by deepening knowledge of how and when the concreteness of online reviews (abstract vs concrete) affects consumers’ perceived deception and by helping managers of online retailing platforms make the most effective\ strategies for reducing consumers’ perceived deception toward online reviews during online shopping.