Consumers like the same accessories (eye glasses and earrings) more, and are more likely to recommend a purchase, when the accessories are displayed on a familiar other's regular image rather than mirror image. However, image format does not affect consumers' judgments when the other person is unfamiliar. These findings reflect differences in consumers' natural exposure history: we see others more often face-to-face than in the mirror, giving their regular image a fluency advantage; this advantage does not apply to unfamiliar others, whose image is disfluent in either presentation format. Theoretical and applied implications are discussed. © 2010 Society for Consumer Psychology.