TY - JOUR
T1 - Consumer Response to Selfies in Advertisements
T2 - Visual Rhetoric for the Me Me Me Generation
AU - Holiday, Steven
AU - Loof, Travis
AU - Cummins, R. Glenn
AU - McCord, Amber
N1 - Publisher Copyright:
© 2019, © 2019 American Academy of Advertising.
Copyright:
Copyright 2019 Elsevier B.V., All rights reserved.
PY - 2019/5/4
Y1 - 2019/5/4
N2 - Marketers continually seek ways to capture the attention of an audience largely motivated to avoid advertising messages. The recent rise in the use of the selfie as a legitimate photographic genre and casual form of communication has afforded marketers a new avenue to catch the eye of potential consumers. By using an experimental research method that utilizes eye tracking, this study examined the unique composition of the selfie and identified that this form of photography enhances viewers’ sense of interpersonal connection with the subjects of these images, and produces tangible outcomes that have practical implications for consumer behavior.
AB - Marketers continually seek ways to capture the attention of an audience largely motivated to avoid advertising messages. The recent rise in the use of the selfie as a legitimate photographic genre and casual form of communication has afforded marketers a new avenue to catch the eye of potential consumers. By using an experimental research method that utilizes eye tracking, this study examined the unique composition of the selfie and identified that this form of photography enhances viewers’ sense of interpersonal connection with the subjects of these images, and produces tangible outcomes that have practical implications for consumer behavior.
UR - http://www.scopus.com/inward/record.url?scp=85054070430&partnerID=8YFLogxK
U2 - 10.1080/10641734.2018.1503107
DO - 10.1080/10641734.2018.1503107
M3 - Article
AN - SCOPUS:85054070430
VL - 40
SP - 123
EP - 146
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
SN - 1064-1734
IS - 2
ER -