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.
Citation:
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.
Authors
Reto Hofstetter, University of Lucerne, Switzerland
Gabriela Funk, University of Lucerne, Switzerland
Leslie John, Harvard Business School, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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