Human Model Effect? Online Visual Presentation of Fashion Merchandise

Fashion retailers use human models to present their merchandise. The purpose of this research is to investigate the effects of using human models on product evaluations. The results showed that it can vary depending on the level of individual’s dispositional or situational visualization ability, which further should be domain specific.


Jae-Eun Kim, Kyeongheui Kim, and Jungkeun Kim (2016) ,"Human Model Effect? Online Visual Presentation of Fashion Merchandise", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 742-742.


Jae-Eun Kim, Massey University, New Zealand
Kyeongheui Kim, SKK GSB, Korea
Jungkeun Kim, Auckland University of Technology, New Zealand


NA - Advances in Consumer Research Volume 44 | 2016

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