The current research examines the novel impact of an online review's language style (figurative vs. literal) on consumers' attitudes and purchase intentions toward a reviewed business. Contradictory to previous marketing research, this research found that figurative language doesn't offer significant advantages in terms of persuasive power. Reviewer expertise level was found to moderate the impact of review's language style on consumers' attitudes and purchase intentions. Serial mediation tests show that the causal link between language typicality and reviewer's perceived expertise explains the language style effect.