This study examined the effects of intensity levels depicted in images used to represent adventure tourism activities on consumer attitudes. The study was to answer five questions: 1) Does the level of intensity portrayed in an adventure tourism activity image affect consumer attitudes toward the image? 2) Does the level of intensity portrayed in an adventure tourism activity image affect consumer attitudes toward the activity? 3) Does the level of intensity portrayed in an adventure tourism activity image affect consumer purchase intentions? 4) Does social comparison theory explain the relationship between effective advertising images and consumers? 5) Are consumers of adventure tourism activities driven by upward or downward comparisons when shown adventure images? The proposed research questions were examined using a 3 x 2 experimental design. Results indicate social comparison theory can explain the relationship between effective adventure tourism images. However, the level of intensity alone does not affect attitudes toward the image, activity, or purchase intention.