Abstract:

This paper is based on emotional-cognitive theory and examines how the temporal distance and the product type influence the extreme of review valance. In this study, products are classified into hedonic products and functional products, and we experimentally test whether the varying time intervals can moderate the effect of product type on the extreme of product reviews and its internal mechanisms. The results show that for hedonic products, the shorter(VS. longer) time interval can improve the level of reviewer's attitude certainty, thereby increasing the extreme of product reviews; and for functional products, the longer(VS. short) time interval can improve the level of reviewer’s attitude certainty, thereby increasing the extreme of product reviews The findings enhance our knowledge of how time influences product reviews，and provide a new prospective to validate online reviews for online retailing. Furthermore, it helps people to understand and control extreme reaction.

Key words:  time interval, hedonic products, utilitarian products, extreme of reviews valance, attitude certainty