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Considering the time factor, we adopt the methodology of Granger causality test and track 3,390 products on Amazon.com over a 2\u2010month period. The results reveal that a causality loop exists between online consumer review volume and sales. Specifically, our findings indicate that the volume of negative consumer reviews drive consumers' purchasing decisions, but the volume of positive consumers reviews only marginally affects purchasing decisions. Also, consumers generate more positive reviews than negative reviews after sales. Our results highlight the importance of negative consumer reviews; negative reviews not only lead to sales, but sales, in turn, lead to higher volume of negative reviews. The findings suggest an alternative strategy for practitioners to address negative online consumer reviews and highlight the awareness effect of online consumer review postings that can later convert into purchase behaviors.<\/jats:p>","DOI":"10.1002\/asi.23967","type":"journal-article","created":{"date-parts":[[2017,10,17]],"date-time":"2017-10-17T03:02:56Z","timestamp":1508209376000},"page":"449-460","source":"Crossref","is-referenced-by-count":32,"title":["Online consumer reviews and sales: Examining the chicken\u2010egg relationships"],"prefix":"10.1002","volume":"69","author":[{"given":"Jie","family":"Ren","sequence":"first","affiliation":[{"name":"Gabelli School of Business, Fordham University, 140 West 62nd Street New York NY 10023 USA"}]},{"given":"William","family":"Yeoh","sequence":"additional","affiliation":[{"name":"Faculty of Business and Law, Deakin University, 70 Elgar Road Burwood Victoria 3125 Australia"}]},{"given":"Mong","family":"Shan Ee","sequence":"additional","affiliation":[{"name":"Faculty of Business and Law, Deakin University, 70 Elgar Road Burwood Victoria 3125 Australia"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6924-6119","authenticated-orcid":false,"given":"Ale\u0161","family":"Popovi\u010d","sequence":"additional","affiliation":[{"name":"NOVA IMS, Universidade Nova de Lisboa, Campus de Campolide 1070\u2010312 Lisboa"},{"name":"Faculty of Economics University of Ljubljana Kardeljeva plos\u010dad 17 Ljubljana SI\u20101000 Slovenia"}]}],"member":"311","published-online":{"date-parts":[[2017,10,17]]},"reference":[{"key":"e_1_2_7_2_1","doi-asserted-by":"publisher","DOI":"10.2753\/JEC1086-4415160205"},{"key":"e_1_2_7_3_1","doi-asserted-by":"publisher","DOI":"10.1177\/109467059800100102"},{"key":"e_1_2_7_4_1","doi-asserted-by":"publisher","DOI":"10.1080\/00036840210136718"},{"key":"e_1_2_7_5_1","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1090.0557"},{"key":"e_1_2_7_6_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.2044-8295.1954.tb01243.x"},{"key":"e_1_2_7_7_1","unstructured":"BrightLocal. 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