How the intention to share can undermine enjoyment: photo-taking goals and evaluation of experiences
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Abstract People often share their experiences with others who were not originally present, which provides them with both personal and interpersonal benefits. However, most prior work on this form of sharing has examined the decision to share one’s experience only after the experience is over. We investigate a distinct, unexplored aspect of the sharing process: when the decision to share is already salient during an experience and hence can impact the experience itself. We examine this research question within the context of photo-taking, an increasingly ubiquitous and integral part of people’s experiences. Across two field and three laboratory studies, we find that relative to taking pictures for oneself (e.g., to preserve one’s memories), taking pictures with the intention to share them with others (e.g., to post on social media) reduces enjoyment of experiences. This effect occurs because taking photos with the intention to share increases self-presentational concern during the experience, which can reduce enjoyment directly, as well as indirectly by lowering engagement with the experience. We identify several factors that moderate the effect of photo-taking goals on enjoyment, such as individual differences in the extent to which individuals care about how others perceive them and the closeness of the intended audience.
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Taking photos with the intention of sharing them can increase self-presentation concerns, thereby decreasing experiential engagement and subsequent enjoyment.
“Specifically, when taking photos increases experiential engagement, it can enhance enjoyment [49], but taking photos with the intention of sharing them can increase self-presentation concerns and thus decrease experiential engagement and subsequent enjoyment [50].”
From Two social lives: how differences between online and offline interaction influence social outcomes (2020) · cites this paper as [50]
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- Authors
- Barasch, A., Zauberman, G., & Diehl, K.
- Affiliations
- University of Southern California (US)
- Corresponding author
- Barasch, Alixandra
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2017-11-14
- Volume
- 44
- Issue
- 6
- Pages
- 1220-1237
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2768598312
- Cited by
- 128
- References
- 71
- Citations by year
- 2026: 19 · 2025: 14 · 2024: 13 · 2023: 20 · 2022: 23 · 2021: 14 · 2020: 10 · 2019: 11 · 2018: 3 · 2016: 1
- FWCI
- 8.11
- Type
- journal article
- Language
- en
- Open access
- green
- doi.org
- Locations
- Journal of Consumer Research (publishedVersion)
- SSRN Electronic Journal (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Physical Sciences › Computer Science › Human-Computer Interaction › Innovative Human-Technology Interaction
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Arts and Humanities › History › Photography and Visual Culture
- Keywords
- sharing intention, self-presentation, social media, individual differences, memory preservation
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