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By employing this alternative theory, it is shown that the (heretofore established) Elaboration Likelihood Model for examining online customer reviews does not serve as an applicable framework in intercultural contexts. Reviewing extant literature, we uncover incidents questioning the generalizability of previous studies on review credibility conducted among East Asians. Building upon a research model established at a national level, we interviewed Western (German; n=552) and East Asian (Chinese; n=585) consumers to analyze the intercultural appropriateness of the model. The results empirically validate the assumptions of the Socio-Cognitive Systems Theory, and thus, finds Chinese to perceive review credibility holistically, whereas Germans tend to categorize its antecedents for evaluating them separately.<\/jats:p>","DOI":"10.1007\/s12525-022-00543-1","type":"journal-article","created":{"date-parts":[[2022,4,28]],"date-time":"2022-04-28T06:02:36Z","timestamp":1651125756000},"page":"1039-1060","update-policy":"http:\/\/dx.doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":8,"title":["Cultural differences in processing online customer reviews: holistic versus analytic thinkers"],"prefix":"10.1007","volume":"32","author":[{"ORCID":"http:\/\/orcid.org\/0000-0002-4250-4704","authenticated-orcid":false,"given":"Benedikt M.","family":"Brand","sequence":"first","affiliation":[]},{"ORCID":"http:\/\/orcid.org\/0000-0003-2728-2944","authenticated-orcid":false,"given":"Cristopher Siegfried","family":"Kopplin","sequence":"additional","affiliation":[]},{"ORCID":"http:\/\/orcid.org\/0000-0002-5476-4810","authenticated-orcid":false,"given":"Theresa Maria","family":"Rausch","sequence":"additional","affiliation":[]}],"member":"297","published-online":{"date-parts":[[2022,4,28]]},"reference":[{"issue":"5","key":"543_CR1","doi-asserted-by":"publisher","first-page":"392","DOI":"10.1108\/JCM-02-2013-0453","volume":"30","author":"P Aggarwal","year":"2013","unstructured":"Aggarwal, P., Soo Kim, C., & Cha, T. 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