When showing the inside hurts: the negative effect of anatomical depiction on consumers' brand attitude during product-harm crises

Purpose – This study examines whether, why and when anatomical depiction leads to less favorable brand attitudes following product-harm crises. Design/methodology/approach – Five preregistered experiments with Chinese consumers (N = 1, 273) test whether simulated assemblage and simulated disassemblage are distinct and spontaneous responses, as well as the main effect of anatomical depiction, the proposed sequential mediation and the moderating role of product positioning. Findings – Anatomical depiction elicits distinct simulations of assemblage and disassemblage, both of which can arise spontaneously. Following a product-harm crisis, anatomical (vs. nonanatomical) depiction leads to less favorable brand attitudes by increasing simulated disassemblage and, in turn, brand responsibility. This sequential indirect effect is stronger under high-tech rather than nonhigh-tech positioning. Research limitations/implications – The studies use Chinese consumer samples and static product images. Future research could test other cultures, product categories, visual formats and crisis types. Practical implications – During performance-related product-harm crises, firms should review internal-view visuals and provide clear causal and remedial information. High-tech brands should exercise particular caution because technical positioning strengthens responsibility judgments. Originality/value – This research identifies product-harm crises as a negative boundary condition of anatomical depiction, clarifies two directional forms of object-focused process simulation and shows how visual product presentation shapes brand responsibility and post-crisis brand attitude.