322. IJRM. How video conferencing promotes preferences for self-enhancement.
July 11, 2024
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Today’s interview is with Dr. Li Huang, an assistant professor of marketing at Hofstra University. Dr. Huang specializes in online consumer behaviors from a psychological perspective, and her research extensively explores human-technology interaction. In this episode, we delve into her recent study on how videoconferencing, a technology that has become ubiquitous post-pandemic, influences consumer behavior.
Dr. Huang's research brings to light insights about how videoconferencing can indirectly affect our purchasing decisions, particularly concerning self-enhancement products.
Topics Covered Include:
Impact of Videoconferencing: Videoconferencing increases interest in self-enhancement products due to heightened social appearance anxiety. Underlying Theory: Being hyper-aware of being watched during video calls leads to compensatory consumption, such as purchasing facial creams or fitness classes.
Gender Differences: The impact of videoconferencing on social appearance anxiety was generally similar for both men and women, though there were slight variations in product interest.
Mitigating Social Appearance Anxiety:
Use of Ring Light:Found to reduce social appearance anxiety and interest in self-enhancement products.
Turning Off Camera: Similar effects to using a ring light, reducing anxiety and interest in self-enhancement products.
Activities like writing about core values and positive traits effectively reduced social appearance anxiety and decreased the interest in self-enhancement products.
Marketing Implications: Marketers could leverage the insights by reminding consumers of their video call experiences to tap into their social anxiety, potentially boosting interest in self-enhancement products. It's crucial to balance marketing strategies with consumer well-being to avoid long-term dissatisfaction.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Dr. Li Huang is an Assistant Professor of Marketing at the Frank G. Zarb School of Business, Hofstra University, U.S.A. She holds dual Ph.D. degrees from City University of Hong Kong and University of South Carolina, USA. Dr. Huang's expertise lies in behavioral research, focusing on consumer behaviors in online contexts, particularly in social media impacts on consumers and brands, and human-technology interactions. Her work has been published in top-tier marketing journals such as the Journal of Consumer Research, International Journal of Research in Marketing, Journal of the Association for Consumer Research, Journal of Interactive Marketing, and Journal of Business Research. The excellence in research has earned her recognition of Rising Star Award and Mathew Joseph Emerging Scholar Award from the American Marketing Association. Dr. Huang also serves as an Editorial Board member of the Journal of Business Research and actively reviews for various esteemed journals. In addition to her research, Dr. Huang is acclaimed for her teaching in digital and social media marketing courses across undergraduate and MBA programs, where she demonstrates teaching excellence. Her career is distinguished by extensive industry experience in areas such as SEM, SEO, UX/UI design, content marketing, AI applications, and marketing analytics. This practical background enriches her teaching and research, providing a comprehensive perspective that bridges theoretical frameworks with real-world applications.
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International Journal of Research in Marketing
Li Huang
Laura Pricer (co-author)