The Dark Side of Product Visualization: Negative Effects of Imagery

Arun Lakshmanan, SUNY Buffalo, USA
Lura Forcum, Indiana University, USA
Shanker Krishnan, Indiana University, USA
The visualization literature demonstrates that product imagery is associated with positive consumer outcomes. However, we show that personalizing imagery by having consumers incorporate their own photos with product images yields negative consumer outcomes. This is because self-photos elicit self-scrutiny and its attendant negative affect dampens product attitudes and purchase intentions.
[ to cite ]:
Arun Lakshmanan, Lura Forcum, and Shanker Krishnan (2013) ,"The Dark Side of Product Visualization: Negative Effects of Imagery", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.