Click to Share If You Dare: the Impact of the Mere Presence of Social Media Share Icons on Product Evaluation

Claudia Townsend, University of Miami, USA
David T. Neal, Catalyst Behavioral Sciences
In three studies we find that the mere presence of social media share icons increases public self-consciousness which in turn influences product evaluation. Specifically, the presence of such icons improves consumer response to products they want others to see them use, while decreasing evaluation of products consumers find embarrassing.
[ to cite ]:
Claudia Townsend and David T. Neal (2015) ,"Click to Share If You Dare: the Impact of the Mere Presence of Social Media Share Icons on Product Evaluation", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 717-718.