Wearer dependency meets presentation mode: how model-worn versus product-only images affect liking through information diagnosticity and mental simulation

Purpose This study aims to introduce wearer dependency (WD) as a product-category construct capturing the extent to which on-body viewing is required to accurately evaluate attributes such as fit, drape, and silhouette. It develops a reliable scale applicable across fashion categories and examines how WD interacts with online product presentation mode (PM) (product-only vs. model-worn images) within user-generated content (UGC) settings to shape consumer liking. Furthermore, it tests information diagnosticity (ID) and mental simulation (MS) as the underlying mediating mechanisms. Design/methodology/approach A pretest was first conducted to develop and validate a measure of WD and to classify 16 fashion product categories by their perceived need for on-body viewing (high- vs. low-WD). Three subsequent studies manipulated PM (product-only vs. model-worn) across WD categories: a controlled experiment testing the PM × WD effect on liking, a mechanism-focused experiment examining ID and MS, and a replication using additional categories. Finally, a field study of Reddit UGC assessed whether this conditional pattern emerges in naturally occurring imagery, strengthening ecological validity. Findings Across studies, PM and WD exhibited a crossover interaction: model-worn images increased liking for high-WD categories, whereas product-only images increased liking for low-WD categories. These effects operated through the joint mediating roles of ID and MS, with ID exerting a slightly stronger influence. Additional analyses demonstrated that this conditional effect carries over to purchase intention via a sequential mediation involving ID/MS and liking. Originality/value This research conceptualizes WD as a validated, product-category–level boundary condition that specifies when model-worn versus product-only imagery enhances or diminishes consumer responses, thereby reconciling mixed findings regarding human presence in product images. By explicating the dual-mediation roles of ID and MS, the study offers evidence-based guidance for aligning PM with specific product categories in visual merchandising and social media marketing.