Drawing from previous research on visual information on consumers, cognitive dissonance theory and cue consistency theory, this article focus on the effect of visual information in online reviews on consumers’ product attitudes and purchase intention, and the moderating role of image categories and appearance self-esteem. Three studies will be conducted to test the framework and relevant hypotheses, all the studies will use the method of experimental design. The findings are expected to contribute to the visual information in online reviews and self-esteem.