How and when taking pictures undermines the enjoyment of experiences: NARDINI et al.

The consumption of experiences (as opposed to products) has seen an increasing amount of research attention in recent years. A key aspect of the experiential consumption journey is how the experience is consumed. For instance, 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. To address this matter, the authors investigate whether taking pictures affects consumers' enjoyment of highly enjoyable hedonic experiences. 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.