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 More

Featured

Feature A Benefactor or A Victim? How Charity Appeals with Different Protagonist Foci Affect Donation Behavior

Bingqing (Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, USA

Read More

Featured

Predicting memory-based consumer choices from recall and preferences

Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Andrew Kayser, University of California, San Francisco
Ming Hsu, University of California Berkeley, USA

Read More

Featured

The Inimical Lure of Intense Means

Jordan Etkin, Duke University, USA
Szu-chi Huang, Stanford University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.