Consumers often feel embarrassed when buying products like condoms, hemorrhoid cream, and beriberi cream in crowded pharmacies. There is an interesting phenomenon in life: Some beriberi creams use the images of a “real foot”, while others use the images of a “cartoon foot.” Imagine if a young woman needed to go to a retail store for beriberi cream that would embarrass her, she would choose a “real foot image” or a “cartoon foot image” beriberi cream? It has been shown that the embarrassment of these products has a strong negative impact on consumer buying behavior. Previous researches have explored how changing packaging elements of embarrassing products (e.g., color/design/image placement) can effectively reduce consumer embarrassment. However, few have examined the impact of different image types of embarrassing product packaging (artificial vs. natural) with embarrassment. Therefore, this research explores the effect of image types (artificial vs. natural) on consumers’ willingness to purchase embarrassing products and reveals the mechanisms of the underlying effects. The results show that natural images can lead to lower purchase intention of embarrassing products when the advertisement uses first-person pronouns due to the mediating role played by negative body imagery. However, there is no significant difference in purchase intention between different image types in the third-person pronouns. Finally, this paper discusses its contributions and limitations.

Due to the untouchability of online shopping environment, image and text description, as two main ways of product information display, are important indicators for consumers to evaluate products. However, few studies have discussed the synergistic effects of image and text information on consumers. In the present study, in conjunction with the left-right position effect, we examine the expectation that horizontal placement of visual stimuli in different directions has a strong influence on consumers’ product evaluation preferences. This implicit assumption is based on consumers’ unconscious psychological need for closure when processing information. The authors conducted three studies to investigate the relative effects of image information and text statements at different locations in online shopping pages on consumer product evaluations. The results show that: (1) when the evaluation object is a search product, compared with the display mode of left text-right image, the display mode of left image-right text plays a more significant role in consumer product evaluation. The results of experiential products were just the opposite. The way of presenting the text declaration on the left and image on the right has a stronger impact on consumers’ evaluation preference for experiential products (Study 1 and Study 3). (2) The difference in consumers’ evaluation mode of different presentation sequences based on product attributes is driven by their visual information processing fluency (Study 2). These preferences are robust, and it is worth noting that only the order of graphic presentation has no significant influence on consumer product evaluation preference.