How Person's Physical Attractiveness From Online Picture Affects Female Consumers' Product Attitude?

Online pictures of clothing products may include people with high physical attractiveness or people with normally physical attractiveness.However,does a picture of beautiful person must have a more positive effect than a picture of a normal-looking person? Is the influence of the display picture from the merchants consistent with the effect of the display picture from the consumers? This study intended to explore how person's physical attractiveness from online picture affects female consumers' product attitudes.The results of three experiments show that: first,physical attractiveness and image source have an interaction effect on product attitude: when the picture is form merchant,high physical attractiveness person will cause female consumers to have more negative product attitudes.When the source of the picture was consumers,the pictures of the people with high physical attractiveness would arouse female consumers' more positive attitudes toward the products.Second,the body image of consumers plays a mediating role in the interaction influence between the person's physical attractiveness and the image source on the product attitude.Finally,the interaction influence between person's physical attractiveness and image source on product attitude is moderated by self-affirmation: in the attribute affirmation group,when the image source is a merchant,person's physical attractiveness has no influence on the product attitudes of female consumers.When the pictures were from consumers,pictures showed by people with high physical attractiveness led to more positive product attitudes.In the value affirmation group,when the picture was from a merchant,the pictures of a person with high physical attractiveness would lead to a more negative product attitude.When the pictures were from consumers,the physical attractiveness of the characters had no effect on the product attitudes of female consumers.