Doing It For the ‘Gram: Sacrificing Enjoyment When Posting Online

Do consumers who anticipate posting (vs. not posting) on social media make different consumption decisions? Across four experiments, consumers choose between well-known and niche consumption options. Consumers who anticipate posting the experience online are more likely to choose the well-known option, leading to lower overall enjoyment of the experience.


Holly S Howe, Jordan Etkin, and Alixandra Barasch (2019) ,"Doing It For the ‘Gram: Sacrificing Enjoyment When Posting Online", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 342-346.


Holly S Howe, Duke University, USA
Jordan Etkin, Duke University, USA
Alixandra Barasch, New York University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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