Can mental imagery enhance review helpfulness and product evaluation? The role of contextual background and mental simulation

Purpose Despite the growing importance of visual information, user-generated photos in product reviews have received relatively little attention. We investigate whether the contextual background of a product image can influence consumers' perceptions of review helpfulness and product evaluation. Design/methodology/approach Online experiments were conducted using a scenario technique. A single factor (contextual background: low vs. high) between-subjects design was conducted in Study 1. A 2 (contextual background: low vs. high) × 2 (mental simulation: outcome vs. process) between-subjects design was conducted in Study 2. Findings A photo with a high (vs. low) contextual background enhances mental imagery, increasing perceived helpfulness and product evaluation. Furthermore, mental simulation plays a significant moderating role in the relationship between contextual background and mental imagery. Originality/value Based on cue utilization theory, this study identifies how the contextual background of product images affects consumers' perception and product evaluation by uncovering the underlying mechanism of mental imagery. Furthermore, the research examines the moderating effect of mental simulation while reviewing user-generated photos.