Not all consumer-generated images are attractive and persuasive: A heuristic cue perspective

Yujie Zheng, Baojun Ma, Xiwen Zhou, Benjiang Lu

Abstract: Highlights•Heuristic cues of consumer-generated images influence consumers differently at browsing and buying stage.•Consumers are attracted by consumer-generated images with higher-quality product irrelevant cues at browsing stage.•Consumers pay more attention to consumer-generated images with higher-quality product relevant cues at buying stage.•Heuristic cues of consumer-generated images impact purchase intention by eliciting emotional arousal of consumers.