Beyond visual information: how user-generated photos shape persuasion
Author(s)
Bhargave, Rajesh
Menezes, Matheus
Usrey, Bryan
Type
Journal Article
Abstract
In online word-of-mouth settings, individuals are frequently exposed to others’ evaluations and claims whose basis is difficult to verify directly. As a result, people often rely on cues embedded in online communication when assessing how much confidence to place in others’ evaluations. This work examines one cue that commonly appears in these settings: the inclusion of photos alongside text. Existing research has largely focused on the visual information photos provide or their correspondence with accompanying evaluations. This work studies a different possibility, that photos also influence how confidently individuals rely on others’ evaluations, even when the visual information itself is limited, weakly related to the evaluation, or not directly viewed. Across five experiments, a survey, and a large-scale analysis of Yelp data, this research finds photos increase the persuasive value of evaluations by heightening certainty in the source’s evaluation. These effects persist even when photos are not viewed or provide weak support for certainty. the accompanying evaluation. These findings suggest photos can shape confidence in others’ evaluations beyond the information they directly convey. The results also raise welfare implications for online communication environments, as photos may lead individuals to place
undue confidence in evaluative claims regardless of their informational value. Keywords: user-generated photos, online word-of-mouth, social influence, persuasiveness,
Public significance statement: This study suggests that adding a photo to an evaluation makes the evaluation more persuasive, even when the photo provides little information, or is never viewed. As a result, readers may place undue confidence in these evaluations, amplifying those evaluations’ influence regardless of the information the photos provide.
undue confidence in evaluative claims regardless of their informational value. Keywords: user-generated photos, online word-of-mouth, social influence, persuasiveness,
Public significance statement: This study suggests that adding a photo to an evaluation makes the evaluation more persuasive, even when the photo provides little information, or is never viewed. As a result, readers may place undue confidence in these evaluations, amplifying those evaluations’ influence regardless of the information the photos provide.
Date Acceptance
2026-10-16
Citation
Journal of Experimental Psychology: Applied
ISSN
1076-898X
Publisher
American Psychological Association
Journal / Book Title
Journal of Experimental Psychology: Applied
Copyright Statement
Copyright © 2026 American Psychological Foundation. This is the author’s accepted manuscript made available under a CC-BY licence in accordance with Imperial’s Research Publications Open Access policy (www.imperial.ac.uk/oa-policy)
License URL
Publication Status
Accepted