It Can (Cannot) Be Mine: How a Person in a Photo Impacts the Viewer's Perception of a New Experiential Product

Consumers often post photos of their extraordinary experiences on social media. This work finds that the presence of a person in the photo of a new experiential product can hurt (enhance) the viewer’s perception of the product when the person is facing (facing away from) the viewer.



Citation:

Zoe Lu, Joann Peck, and Jessica K Barfield (2019) ,"It Can (Cannot) Be Mine: How a Person in a Photo Impacts the Viewer's Perception of a New Experiential Product", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 754-756.

Authors

Zoe Lu, University of Wisconsin - Madison, USA
Joann Peck, University of Wisconsin - Madison, USA
Jessica K Barfield, University of Wisconsin - Madison, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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