The Effect of Product Photos on Purchase Intention: The Role of ‘Profile’ and ‘In-use’ Photos

The Effect of Product Photos on Purchase Intention: The Role of ‘Profile’ and ‘In-use’ Photos Kim, Kyu Ree Business Administration The Graduate School Seoul National University Product photos allow consumers to have vivid imagery on a product. The product photos are especially important in the context of e-commerce because consumers cannot see products before delivery. Yet, product photos have received little attention in previous literature. In this research, we examine the effect of product photos on purchase intention. Specifically, we identify the impact of different types of photos, profile, and in-use photos. We conceptualize in-use photos as the photos which demonstrate the usage of the product. We conceptualize profile photos as the photos which only depict the product itself. We predict that because in-use photos demonstrate greater dynamics and vividness, consumers will show higher purchase intention toward the product pictured in an in-use photo than a profile photo. We also predict that product type, hedonic or utilitarian, moderates the effect of photo type on purchase intention. Specifically, we argue that while consumers prefer in-use photos when choosing a hedonic product, consumers will prefer profile photo when choosing a utilitarian product. Lastly, we suggest involvement as a moderator. Hence, higher involvement will increase the effect of photos on purchase intention, regardless of the photo or product type. In study 1, we examine the effect of photo types on purchase intention. The study was conducted via Prolific. Participants were shown a total of ten in-use or profile photos of the different product and rated the purchase intention for each product depicted in the photo. No participants were shown both in-use and profile photo of a product. A one-way ANOVA was conducted to examine the difference in purchase intention between profile and in-use photos. Out of ten products, seven products showed statistical significance between in-use and profile photos. Out of the seven products, four products showed greater purchase intention toward in-use photos than profile photos. In study 2a and 2b, we investigate the moderation effect of product type (hedonic and utilitarian). In study 2a, we conducted a 2x2 between-subject study via Prolific. The product type was manipulated. A hamburger was used for a hedonic product, and a rollerball pen was used for the utilitarian product. In study 2b, instead of product manipulation, we manipulated the purchase motives. A one-way ANOVA was conducted via Prolific. In both studies, we showed that consumers show greater purchase intention toward in-use photos than profile photos when purchasing a hedonic product. In study 3, we examined the moderation effect of involvement. The overall study design was the same as that of study 2b. However, in study 3, we added three items on involvement. In this study, we show that higher involvement moderates the effect of photo types on purchase intention regardless of photo or product type presented. The study was conducted via Prolific and analyzed using a one-way ANOVA. As far as we concern, the current research is the only research that examines the effect of photo types. The research contributes to the literature by suggesting that such minimal cues can alter consumers’ preferences toward the photo. The research has important managerial implications. The findings indicate that demonstrating the usage of a product is as crucial as depicting the product itself. The results of this research can be applied in advertisements, retail, or e-commerce context. The research, however, does not examine the mediator. It is necessary to understand the psychological mechanisms, which in turn will help the consumer psychologists to study the impact of product presentation on consumer psychology further. For further research, we suggest studying other aspects of product photos, including the size of the product or tone. _____________________________________________________________