Abstract: The current research examined how posted pictures of online consumer reviews (consumer picture vs. product picture vs. no picture) influenced consumers’ product evaluation. Results showed that consumer pictures enhanced product evaluation. Study 1 testified that persuasive effect was the mechanism behind the main effect. Study 2 showed that for problem-solving product, consumer pictures increased product evaluation significantly; for enhancing product, there was no significant difference of product evaluation for consumer picture, product picture and no picture. Results of Study 3 showed that for unfamiliar brand, consumer pictures significantly enhanced product evaluation; for highly familiar brand, there was no significant difference for three experimental conditions. The present research used persuasive effect to examine the mechanism behind the interaction effects.

Key words: posted pictures of online consumer reviews, product evaluation, persuasive effect, attractiveness-relevant product