Instagrammably Visual: the Impact of Social Media Logos on Aesthetically-Driven Consumption

Four studies document that exposure to social media logos activates a public mindset, thereby leading to choices of visually superior products. The effect is greater for heavy social media users and gets dampened when the consumption context is private. The authors theorize that transferability of visual qualities drives the effects.


Yoonho Jin and Amitava Chattopadhyay (2019) ,"Instagrammably Visual: the Impact of Social Media Logos on Aesthetically-Driven Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 669-670.


Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Q10. Social Media Agency: Exploring the Role of Social Media Structures in Shaping Consumers’ Identity Projects

Gabrielle Patry-Beaudoin, Queens University, Canada
Jay Handelman, Queens University, Canada

Read More


Why is 1 out of 20 Riskier than 5%? Effect of Representing Unlikely Events as Frequency versus Percentage on Risk Perceptions

Nevena T Koukova, Lehigh University
Joydeep Srivastava, Temple University, USA

Read More


The Power of Pottymouth in Word-of-Mouth

Katherine C Lafreniere, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada

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.