Management Review ›› 2021, Vol. 33 ›› Issue (12): 176-186.

• Marketing • Previous Articles     Next Articles

The Effect of Picture Presentation on Consumer's Attention and Approach Behavior

Wu Ruijuan1, Ou Xiaoqian1, Li Dongjin2   

  1. 1. School of Management, Tianjin University of Technology, Tianjin 300384;
    2. Business School, Nankai University, Tianjin 300071
  • Received:2018-12-11 Online:2021-12-28 Published:2022-01-25

Abstract: The current study focuses on two types of picture presentation, human model picture presentation and product picture presentation, and examines the effect of picture presentation on consumer's attention and approach behavior through three studies. Study 1 is an eye-tracking experiment. Results of Study 1 show that people pay more attention to human model picture of appearance-related product than that of appearance-unrelated product; there is no significant difference of attention for product picture between two types of products. Study 2 and Study 3 are laboratory experiments. Results of Study 2 show that the interaction effects of picture presentation and product category on approach behavior are significant. Furthermore, the interaction effects of picture presentation and product category are mediated by mental simulation. Results of Study 3 replicate the results of Study 2, and precludes the mediating effects of product performance uncertainty and product presentation helpfulness.

Key words: picture presentation, consumer's attention, approach behavior, mental simulation