Beauty Camera Makes You More Emotional!: the Effect of Beauty-Filtered Selfies on Consumer Decision Making

This research reveals a positive effect of beauty-filtered (vs. not) selfies on consumers’ reliance on affective considerations in decision making. Drawing on extant research on self-presentation motivation and confidence, we propose and demonstrate in two studies that taking beauty-filtered (vs. regular) selfies makes consumers prefer affectively (vs. cognitively) superior options.



Citation:

Shuyu Liang and Tingting WANG (2020) ,"Beauty Camera Makes You More Emotional!: the Effect of Beauty-Filtered Selfies on Consumer Decision Making", 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: 1183-1183.

Authors

Shuyu Liang, Lingnan University
Tingting WANG, Sun Yat-Sen University, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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