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  • 2020
  • Working Paper

From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior
By: Reto Hofstetter, Gabriela Kunath and Leslie K. John
Increasingly, consumers are taking self-photos and marketers, eager to capitalize on this trend, have been asking consumers to take self-photos with brands (i.e., brand selfies). We suggest that consumer compliance with such requests sparks a self-inferential process...  View Details
Keywords: Brand Selfie; Photo-taking; Self-perception; Self-inferences; Self-brand Connection; Brands and Branding; Consumer Behavior; Perception
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