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, Zoe Y Lu Please address correspondence to Zoe Y. Lu. Email: ylu22@tulane.edu Search for other works by this author on: Oxford Academic
https://orcid.org/0000-0002-4998-0236 Journal of Consumer Research, Volume 51, Issue 2, August 2024, Pages 321–341, https://doi.org/10.1093/jcr/ucad059
Published:
22 September 2023
Article history
Published:
22 September 2023
Corrected and typeset:
01 November 2023
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Zoe Y Lu, Suyeon Jung, Joann Peck, It Looks Like “Theirs”: When and Why Human Presence in the Photo Lowers Viewers’ Liking and Preference for an Experience Venue, Journal of Consumer Research, Volume 51, Issue 2, August 2024, Pages 321–341, https://doi.org/10.1093/jcr/ucad059
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Abstract
Consumers and marketers often post photos of experiential consumption online. While prior research has studied how human presence in social media images impacts viewers’ responses, the findings are mixed. The present research advances 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 by a top travel influencer) and five controlled experiments, find that the presence (vs. absence) of another human in the photo of an identity-relevant experience (e.g., a vacation, a wedding) can lower viewers' liking and preference for the venue (i.e., the vacation destination, the wedding venue) in the photo. This effect is mediated by viewers' feelings of others' ownership of the venue and moderated by the relevance of the experience to the viewer’s self-identity as well as the distinctiveness of the human in the photo. This research is the first to investigate the impact of human presence in shared photos through the lens of psychological ownership and the identity-signaling function of ownership. The findings offer practical insights into when marketers should avoid human presence in advertisem*nts and how to mitigate the negative impact of human presence in online photos.
experiential consumption, field data, image analysis, psychological ownership, self-identity
© The Author(s) 2023. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com
This article is published and distributed under the terms of the Oxford University Press, Standard Journals Publication Model (https://academic.oup.com/pages/standard-publication-reuse-rights)
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Editor: Margaret C Campbell, Margaret C Campbell Editor Search for other works by this author on: Oxford Academic Andrew T Stephen Editor Search for other works by this author on: Oxford Academic
Associate Editor: Andrew T Stephen Andrew T Stephen Associate Editor Search for other works by this author on: Oxford Academic
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