Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions

Purpose This study aims to investigate how image-presentation-order influences mental imagery (MI) processing and purchase intentions. This study also examines the moderating effect of a series of images on the relationship between image-presentation-order and MI processing. Design/methodology/approach This research conducted two studies using an experimental approach. Findings Two studies showed that MI processing was higher, when an apparel product image worn by a model with a background was shown after rather than before a simple product image (SPI), indicating the recency effect. In contrast, examining a series of images, consumers were more engaged in MI processing, when product image(s) worn by a model with a background were presented first, followed by the four SPIs, than the reversed order (primacy effect). The level of MI in two studies subsequently increased purchase intentions. Research limitations/implications Results of this study have the potential to provide guidance to online retailers for how to best order their product images on a website to help consumers form elaborated MI about the product and thus increase purchasing intentions. Originality/value Although past research has examined presentation-order effect using textual information, very limited studies have explored presentation-order effect of pictorial information. To the best of the authors’ knowledge, this research is in the forefront of investigations about the joint effect of image-presentation-order and the number of images on individuals’ perceptions.