From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior

Marketers, eager to capitalize on the selfie trend, have been increasingly asking consumers to take brand selfies. We find that taking such brand selfies sparks a self-inferential process that leads the consumer to feel connected to the brand, increasing brand preference when the taker is satisfied with the selfie.


Reto Hofstetter, Gabriela Funk, and Leslie John (2020) ,"From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1080-1085.


Reto Hofstetter, University of Lucerne, Switzerland
Gabriela Funk, University of Lucerne, Switzerland
Leslie John, Harvard Business School, USA


NA - Advances in Consumer Research Volume 48 | 2020

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