When Too Much “I” Is Bad For “Us”: the Detrimental Effect of Selfie on Self -Brand Connection.
The growing popularity of Selfie Campaigns has taken the world by storm.This Paper contradicts the conventional wisdom and shows how a selfie with a brand inhibits the establishment of a strong self-brand connection.Across three studies we show that selfies shift consumers’ attention away from the brand to themselves(i.e., exhibit greater self-focus).
Citation:
MEHAK BHARTI and Sharon Ng (2018) ,"When Too Much “I” Is Bad For “Us”: the Detrimental Effect of Selfie on Self -Brand Connection.", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 485-486.
Authors
MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
No Self to Spare: How the Cognitive Structure of the Self Influences Moral Behavior
Rima Touré-Tillery, Northwestern University, USA
Alysson Light, University of the Sciences
Featured
The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences
Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA
Featured
Trapped in the rabbit hole: Life history strategies modulate the impact of mild stress on hedonic consumption
Bob Fennis, University of Groningen, The Netherlands
Justina Gineikiene, ISM University of Management and Economics
Dovile Barauskaite, ISM University of Management and Economics
Guido M. van Koningsbruggen, Vrije Universiteit Amsterdam