How Much Self-Referencing Is Enough

Abstract

To establish if and how reviewers’ use of self-references is associated with the helpfulness of their reviews, the current research draws on the elaboration likelihood model and predicts a pattern of diminishing returns. The marginal effect of self-reference on helpfulness and purchase intentions should be positive at moderate levels but diminish at higher levels. Using an archival dataset from Amazon and a controlled experiment, the author establishes consistent evidence of this predicted pattern. The nonlinear effect appears to stem in part from readers’ perceptions of certainty, and it is also more substantial for hedonic products. These findings offer critical implications for effective word-of-mouth communication and provide platform managers with practical insights by clarifying the nuanced association between self-referencing review information and downstream marketing consequences, such as review helpfulness and purchase intentions.