Icing on the cake or gilding the lily? The impact of high-modified model images on purchase intention. (September 2022)

• Record Type: Journal Article
• Authors: Lv, Xingyang; Liang, Yuqing; Luo, Jia; Liu, Yue
• Is Part Of: Journal of retailing and consumer services. Volume 68(2022)
• Publication Date: 2022-09
• Subjects: Modified model image -- Misrepresentation -- Perceived authenticity -- Consumer trust -- Purchase intention; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2022.103078
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: Marketers had high expectations for modified model images in E-commerce, however, the social movements against photoshopped models suggested the high-modified model images may be harmful to consumers which leads to a contradictory phenomenon. So far, the link between high-modified model image and consumers' behavior is not clearly understood. Drawing on a selective accessibility model (SAM), this study investigates the influence of high-modified model images on consumers' purchase intention by introducing the concept of misrepresentation and identifying consumer trust as a mediator. Based on five experiments, we demonstrate that over-modified model images decrease consumers' perceived authenticity referring to "misrepresentation", and further lower their purchase intention. By comparing the level of misrepresentation, the results suggest that high-modified model images decrease purchase intention. Moreover, this negative relationship between misrepresentation of modified model images and purchase intention is mediated by consumer trust. Hence, this study makes a step toward explaining how high-modified model images impacts the behaviors of consumers, shedding new light on the application of image modification in online advertising.