Let Me Take a #Selfie #Variety: How the Intention to Take a Selfie Affects Consumers' Product Choices

Given the proliferation of digital cameras on smartphones, selfies have become ubiquitous in consumers’ daily lives, and many companies have begun engaging in selfie marketing practices. However, research on selfies in the domain of consumer behavior is lacking. My dissertation research investigates how the intention to take a selfie with products influences consumers’ product choices. Through field and laboratory studies and a content analysis on Instagram data, I show that the intention to take a selfie triggers consumers’ self-presentational concern and, in turn, increases their variety seeking in product choices. However, I also find that the selfie-taking intention effect on variety seeking diminishes when people intend to take a group (vs. an individual) selfie. Finally, I also show that individual differences in self-consciousness moderate the selfie-taking intention effect.

Many thanks to Haeyoung’s dissertation committee: • Committee Chair – Rajneesh Suri - Professor – Drexel University • Committee Co-Chair: Chen Wang - Assistant Professor – Drexel University • Committee Member: Trina Larsen Andras - Professor- Drexel University • Committee Member: Daniel Korschun - Associate Professor – Drexel University • Committee Member: Yanliu Huang - Associate Professor – Drexel University • Committee Member: Rashmi Adaval - Professor – University of Cincinnati