How to Lose Friends and Influence No One: The Documenting Penalty in Experiential Consumption

Freeman Wu, Geoffrey R. O. Durso and Kelly L. Haws

Journal of the Association for Consumer Research, 2025, vol. 10, issue 4, 381 - 392

Abstract: People regularly document consumption experiences, taking photos and recording videos of jointly consumed live events. While prior work has shown that such behaviors can promote engagement, enjoyment, and positive memories of the experience, the current research identifies overlooked social costs that can accompany these personal benefits. We examine this documenting penalty across a series of studies, finding that documentation behavior produces an ironic discrepancy—whereas consumers feel more present and engaged when they document experiences, we show that they are nonetheless judged by others as less present in the moment. This asymmetry generates social consequences that undermine impressions and reduce others’ interest in future interactions with the documenter. Thus, while documentation can induce personal benefits during an experience, it also carries important social costs, which can then negatively impact future consumption experiences. We provide specific solutions to preserve the benefits of documenting while mitigating its potential social detriments.

Date: 2025
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