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I Will Like Your Product, But First Let Me Take A Selfie, Patrick A. Barbro
I Will Like Your Product, But First Let Me Take A Selfie, Patrick A. Barbro
Association of Marketing Theory and Practice Proceedings 2019
Through the proliferation of smartphones, social media, photo sharing, and selfies, the way consumers have become used to seeing themselves has changed. This paper aims to examine the influence of image type and consumer selfie taking on image and product evaluation. More specifically, this research seeks to address the question: how does a consumer’s exposure to their own image influence their evaluation of products and self-images? The selfie phenomenon and its effect on how consumers evaluate images likely play a key role.
Through three experiments, this research examines the influence of image type and consumer selfie taking on image and …
Pleasure And Pain: The Role Of Anticipated Pleasure On Time Of Consumption And Pain Of Payment, Patricia T. Gouveia, Michelle Van Solt, Alexandra Rodriguez-Aguirre
Pleasure And Pain: The Role Of Anticipated Pleasure On Time Of Consumption And Pain Of Payment, Patricia T. Gouveia, Michelle Van Solt, Alexandra Rodriguez-Aguirre
Association of Marketing Theory and Practice Proceedings 2019
The pain consumers feel when paying for a product or service tends to vary depending on the mode of payment (Knutson et al. 2007; Roberts and Jones 2001; Thomas, Desai, and Seenivasan 2011; Zellermayer 1997). For instance, it has been demonstrated that the use of cards as a mode of payment, compared to the use of cash, can decrease significantly the pain of paying for products and services. Although there is plenty of research in the literature on the pain of payment, less is known about the role that pleasure plays in consumer consumption.
The focus of this research is …