The purpose of this study was to e${ imes}$amine the effect of visual imagery stimulated by product information on consumer responses in online shopping conte${ imes}$ts. Dual coding theory provided the theoretical framework of the study. The proposed model of the study was e${ imes}$amined by conducting an e${ imes}$periment using mock apparel websites with a between-subject factorial design: [2 (pictorial information: detailed views vs. no detailed views) ${ imes}$ 2 (verbal information: detailed descriptions vs. abstract descriptions)]. A total of 439 female college students participated in the e${ imes}$periment, and 433 responses were ultimately used to test the hypotheses. The findings from the results revealed: (1) the main effects of the pictorial and verbal information on visual imagery, and (2) positive relationships between (a) visual imagery and mood, (b) visual imagery and perceived product quality, (c) mood and perceived product quality, and (d) perceived quality and purchase intentions.