Due date Week 13 30 marks No. Instructions 2 The week 13 class sessions will be dedicated to student presentations. Presentations will be 8-10 minutes long (including discussion) and will include: (1) An overview of your idea or question; (2) How it affects consumer's behavior: (3) How this question might be informed by other (4) The result of your experiment, and (5) What the implications to marketers might be (6) The exercise is meant to get you thinking about your own questions - or how the different topics from our course might apply in real-life contexts you face - and spur conversation among your classmates (7) It is mandatory that all members attend BOTH sessions. A more detailed grading rubric and presentation criteria will be provided later in the semester. U From Sweetheart to Scapegoat: Brand Selfie- Taking Shapes Consumer Behavior by Reto Hofstetter, Gabriela Kunath, and Leslie K. John Using a dataset of more than 280,000 user reviews on Yelp, this paper describes a series of eight studies exploring how brand selfie-taking affects consumers' behavior and sense of connection toward a brand. Increasingly, consumers are taking self-photos and marketers, eager to capitalize on this trend, have been asking consumers to take self-photos with brands li.e., brand selfies). We suggest that consumer compliance with such requests sparks a self-inferential process that leads the consumer to feel connected to the brand (e.g. I took the brand selfie, 1 must feel connected to this brand"), increasing brand preference. Eight studies support this account. In a dataset of 283,140 user reviews from Yelp, study 1 documented a positive association between a reviewer's propensity to take a brand selfie and the star rating he gives the restaurant. Seven experiments point to causality. Participants randomized to take brand selfies felt greater self-brand connection and exhibited heightened brand preference, relative to those randomized to take: no photo at all (study 2a): a selfie (without the brand, studies 2-6); or a photo of the brand (without the self study 3). Two studies point to process in convergent ways, via serial mediation (study 4) and moderated mediation (study 5). A final study documented a crucial moderator: dissatisfaction with one's appearance in the selfie triggers defensive processing, reducing self-inference and, thereby, the capacity for brand selfie-taking to increase brand preference. Instruction Step 1 Read the full paper for better idea of this topic