The Impact of Intention to Take a Selfie on Variety Seeking Behavior

We investigate how the intention to take a selfie with products influences consumers’ product choices. A series of field and lab experiments show that the selfie-taking intention increases consumers’ variety seeking tendency. This effect is mediated by self-presentational concern and attenuated when people take a group (vs. individual) selfie.


Haeyoung Jeong and Chen Wang (2019) ,"The Impact of Intention to Take a Selfie on Variety Seeking Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 662-663.


Haeyoung Jeong, Drexel University, USA
Chen Wang, Drexel University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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