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CGS-Olga Shabalina-"Culture at Arm's Length: Exploring the Effects of Culture and Thinking Style on Visual Aesthetics and Responses to Consumer Selfies"
Olga Shabalina, PhD candidate in the College of Media, will present two studies that explore the role of thinking style on consumer selfie visual aesthetics across cultures. She situates selfies within the larger history of self-portraiture and
investigates whether cultural predisposition to compose selfimages in a specific way reported earlier holds true in the
constraining conditions of selfie technology, i.e., in consumer
selfies created by analytic U.S. and holistic Chinese and
Russian consumers. The research extends discussion in
advertising literature reporting inconclusive evidence of the
effects of thinking style on ad outcomes and suggests that
consideration of culture remains important as technology
continues to shape consumers' media creation and engagement.

Apr 28, 2022 12:00 PM in Central Time (US and Canada)

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