Implications of Taking Photos (01-31-19)

Nardini and colleagues’ findings are consistent with those of previous studies of how taking photographs influences experience: “people almost invariably take pictures during highly enjoyable experiences such as vacations or important family events. Although past research has suggested that taking pictures may enhance the enjoyment of moderately enjoyable experiences, the effect of picture taking on the real‐time enjoyment of highly enjoyable experiences is not clear. . . . A series of laboratory studies demonstrate that taking pictures (compared with not taking pictures) can decrease enjoyment of highly enjoyable experiences. This study suggests that, by constantly striving to document their experiences, consumers may unwittingly fail to enjoy those experiences to the fullest. These results have implications for how firms may best stage experiential offerings to enhance their customers’ experiences.”  The Nardini-lead team’s findings may help designers understand space use research findings, for example.

Gia Nardini, Richard Lutz, and Robyn LeBoeuf.  “How and When Taking Pictures Undermines the Enjoyment of Experiences.”  Psychology and Marketing, in press, https://doi.org/10.1002/mar.21194