Effect of Human Images in Advertisements on Consumers’ Experiential Purchase Intentions
研究发现广告中有人物形象（相比无人）会提升消费者对体验型产品的购买意愿，其机制是激发社交互动需求和对话价值消费欲望，且社会权力感会削弱该效应。
This study investigated how the presence of simple human images in advertisements influences consumers’ experiential purchases. Four studies, three of which were preregistered, convergently indicated that advertisements with a human image (vs. those without) increase consumers’ experiential purchase intentions irrespective of the number of humans in the image. This effect is driven sequentially by social interaction needs and the desire for consumption with conversational value. Moreover, social power moderates human images’ effect on consumers’ experiential purchase intentions. Specifically, the impact of a human image on experiential purchase intention attenuates when consumers feel socially powerful. Our findings not only contribute to the literature on experiential purchases, human images, and advertising appeal but also suggest that experiential merchants (e.g., hotels or movie theaters) should add human images to advertisements to effectively promote consumers’ purchase intentions.