Show Me You Or the Goods? Effect of Image Content on Review Helpfulness.

Using an event study, two real-world datasets, and an experiment, we find that images increased review helpfulness. Importantly, this effect depends on the image content and is moderated by the purchase type, such that images of people (product) are more helpful for experiential (material) purchases.


Mengqi (Annie) Ding, Shirley (Shuo) Chen, Xin (Shane) Wang, and Neil Bendle (2021) ,"Show Me You Or the Goods? Effect of Image Content on Review Helpfulness.", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 138-140.


Mengqi (Annie) Ding, Ivey Business School, Western University
Shirley (Shuo) Chen, Wilfrid Laurier University
Xin (Shane) Wang, Ivey Business School, Western University
Neil Bendle, Terry College of Business - University of Georgia


NA - Advances in Consumer Research Volume 49 | 2021

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