lt Looks Like "Theirs": When and Why Human Presence in the Photo Lowers Viewers’ Liking and Preference for an experience Venue

Workshop’s Topic: Consumers and marketers frequently post photos of consumption experiences online. While previous research has examined how human presence in social media images affects viewer reactions, the results are mixed. This study extends the current understanding by incorporating viewers’ need for self-identity into their response model. Six studies, including an analysis of field data (14,725 Instagram photos of a top travel influencer) and five controlled experiments, show that the presence (as opposed to absence) of another person in the photo of an identity-relevant experience (e.g., vacation, wedding) can decrease viewers preference for the location (i.e., vacation destination, wedding venue) in the photo. This effect is mediated by the viewers feeling that the place belongs to others and is moderated by (1) the relevance of the experience to the viewers self-identity, (2) the distinctiveness of the person in the photo, (3) the viewers perceived distance from the person in the photo, and (4) the strength of the photo viewers need for self-identity.

Time and Location: 13:30-15:00 PM (GMT+8), Room A523 (School of Management)

Language: Bilingual (Chinese and English)

Introduction of Speakers

Assist. Prof. Zoe Lu

Tulane University, A. B. Freeman School of Business

Dr. Lu is an assistant professor of marketing at the Freeman School of Business. She comes to Tulane from the University of Wisconsin - Madison, where she earned her Ph.D. in Marketing with a minor in Social Psychology. She has diverse research interests, particularly in the areas of pricing, advertising, and prosocial behavior. Her research has been published in prestigious journals such as Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Personality and Social Psychology, and Psychological Science.