How can foodstagramming improve dining outcomes? A normative focus perspective

Abstract

Although food selfie taking and sharing has commonly been regarded as a joyful expression, its impact on dining outcomes is still questionable, as empirical evidence on such a linkage is rather mixed. This research addresses this literature void by assessing the boundary condition of social norm on the role of foodstagramming. The present research draws on normative focus theory to assess the moderating role of descriptive norm in three experiments. Results reveal that capturing food selfies could produce favorable dining enjoyment and repatonage intention when the food photo-taking norm is made prominent and is congruent with the focal norm in question. This research advances the literature by demonstrating how norms could help activate the power of food selfies on diners’ behaviors, and by offering hospitality scholars and operators new insights germane to customer portrait photography.