Blending in Or Popping Out? Which Photos of Consumption Experiences Positively Affect Consumer Engagement

Consumers capture consumption experiences in photos, and share them on social media. What types of consumption experience photos get the most Likes and comments? Across six studies, using a multi-method approach, we showed that photos containing focal consumers (vs. without focal consumers) generate greater engagement through aesthetic judgment and empathy.


Der-Wei Huang and Shanker Krishnan (2021) ,"Blending in Or Popping Out? Which Photos of Consumption Experiences Positively Affect Consumer Engagement", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 298-299.


Der-Wei Huang, Indiana University Bloomington
Shanker Krishnan, Indiana University Bloomington


NA - Advances in Consumer Research Volume 49 | 2021

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