Using data from five studies (i.e., a pilot study and four experiments), we examine the interactive effects of pictures and psychological proximity on consumers' evaluation of tourism products. The extant literature has suggested that providing rich pictorial information or construing a psychologically proximal tourism product can independently increase consumers’ generation of mental images and render a positive attitudinal judgment. However, our findings on the effectiveness of these two strategies in combination are mixed. Specifically, we find that if the tourism product is a psychologically distal one, consumers evaluate it more favorably when rich pictorial information is provided than when the information is not available. If the product is a psychologically proximal one, the reverse is true. Our findings, therefore, suggest an important situation that might be intriguing to both tourism product managers and advertisers --when rich pictorial information backfires.

使用来自五项研究（即先导研究和四个实验）的数据，我们研究了图片和心理接近度对消费者对旅游产品评估的交互作用。现有文献表明，提供丰富的图片信息或解释心理上接近的旅游产品可以独立增加消费者的心理形象生成并做出积极的态度判断。但是，我们对这两种策略结合使用的有效性的发现参差不齐。具体而言，我们发现，如果旅游产品在心理上是一种远端产品，那么当提供丰富的图片信息时，与没有信息时相比，消费者对它的评价就更高。如果该产品在心理上是近端产品，则相反。因此，当丰富的图片信息适得其反时，我们的发现提出了一个可能使旅游产品经理和广告商都感兴趣的重要情况。