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).
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.
MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
NA - Advances in Consumer Research Volume 46 | 2018
M13. Keep Consistency in Good Old Days: The Effect of Nostalgia on Consumers' Consistency Seeking Behavior
Yafeng Fan, Tsinghua University
Jing Jiang, Renmin University of China
Associative versus Relational Processing: The Role of Elaboration in Evaluative Conditioning
Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA
Product Complexity as a Barrier to Consumer Financial Decision-Making
Timothy Dunn, University of Colorado, USA
Philip M. Fernbach, University of Colorado, USA
Ji Hoon Jhang, Oklahoma State University, USA
John Lynch, University of Colorado, USA