Subjects: Psychology >> Social Psychology submitted time 2022-10-07
Abstract： Consumers record visual recollections of their experiences via photo-taking. The practice of phototaking is an essential part of consumers’ everyday lives and a crucial marketing tool for businesses. However, few extant studies systematically reviewed the relevant literature on the impact of photo-taking on consumption 15 experiences. Consumption experiences are impacted in a contradictory way by photo-taking. On the one hand, photo-taking provides a “bonus effect” on visual experience, but on the other, it has a “deficiency effect” due to the absence of other true sensory (olfactory\gustatory\auditory\haptic) experiences. Individual and environmental variables may influence the relationship between photo-taking and consumption experiences. Future studies might begin by comparing different effects of objects in photo-taking, focusing on the moderating influence of environmental factors, and extending the two-sided impact of photo-taking on marketing performance
Peer Review Status:
Awaiting Review
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