How the intention to share photos can undermine enjoyment
— May 10, 2018
By Alixandra Barasch, Gal Zauberman and Kristin Diehl
In 12 studies with over 2,800 participants, results show that in fact those who take photos to share with others, compared to those who take photos for themselves, enjoy the photographed experiences less.
In one study, tourists lined up to take a photo at the famous Rocky statue in Philadelphia were asked whether these photos were intended for themselves or to share. Then, after they took the photo, they were asked how much they enjoyed the experience. Based on their answers in conjunction with other studies it was found that those who take photos to share enjoy the experience less, and are less likely to recommend the experience to a friend, compared to those who take photos for themselves.
Read the full article as published by Oxford University Press.
Alixandra Barasch is an assistant professor of marketing.