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The positive effects are partially mediated by conceptual processing fluency. Additionally, PEvoV is associated with various interpretable picture features. Our empirical strategy involves techniques of computer vision, deep learning, and econometrics. From an emotion-focused perspective, our work deepens the understanding of helpful reviews, contributes to the literature on picture-text interaction in reviews, and derives theoretical insight into underlying mechanisms. It offers practical implications for online review platform design and online reputation management.<\/jats:p>","DOI":"10.25300\/misq\/2025\/17965","type":"journal-article","created":{"date-parts":[[2025,9,18]],"date-time":"2025-09-18T16:16:18Z","timestamp":1758212178000},"page":"243-268","source":"Crossref","is-referenced-by-count":1,"title":["The Pleasant Visual Path to Review Helpfulness: Picture-Evoked Emotional Valence and Picture-Text Alignment"],"prefix":"10.25300","volume":"50","author":[{"given":"Yifan","family":"Yu","sequence":"first","affiliation":[{"name":"HKU Business School, The University of Hong Kong, Hong Kong, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Xinyao","family":"Wang","sequence":"additional","affiliation":[{"name":"Research Center for Contemporary Management, School of Economics and Management Tsinghua University, Beijing, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jinghua","family":"Huang","sequence":"additional","affiliation":[{"name":"Research Center for Contemporary Management, School of Economics and Management Tsinghua University, Beijing, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yong","family":"Tan","sequence":"additional","affiliation":[{"name":"Department of Information Systems and Operations Management, Michael G. 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