L'effet de « révélation asymétrique »: Influence de l'augmentation du nombre de photos sur l'imagerie mentale et les réponses comportementales selon le niveau de gamme

Fabrice Larceneux (), Marjolaine Bezançon () and Thomas Lefebvre
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Fabrice Larceneux: Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres
Marjolaine Bezançon: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc
Thomas Lefebvre: Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres

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Abstract: Little research explores the effect of the number of pictures presenting a good on consumer responses, and available studies are limited to experiments with small numbers of noninformational pictures. In this article, a first field study, based on 3658 real estate ads, shows that an increase in the number of pictures decreases the click rate and the speed of sale for lower range goods but has no effect for higher range goods. This result is replicated and explained in an experimental study: for lower range apartments, the addition of pictures decreases the valence of mental images, the imagery of self and increases perceived worry. These variables explain the negative effect of the number of pictures on behavioral responses. Conversely,adding pictures for higher range goods – whether added pictures are informational or not – does not improve responses. This asymmetrical "revelation effect", depending on the range of the goods, is discussed.

Keywords: number of pictures; mental imagery; worry; real estate; imagerie mentale; inférence; inquiétude; immobilier; nombre de photos (search for similar items in EconPapers)
Date: 2018
Note: View the original document on HAL open archive server: https://hal.science/hal-01809798v1
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Published in Recherches et applications en Marketing, 2018, 33 (3), pp.34-64

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