Filtering a beauty justification: the effect of filtered selfies on preferences for hedonic versus utilitarian products

Filtered selfies are prevalent on social media and are considered an effective way to project an ideal self. Built-in editing by beauty filters allows the user to easily obtain an enhanced self-image in a second, and such auto-editing filters are employed across a multitude of contexts. In the present research, we explore the effect of filtered selfies on product preference. Four studies with various real filtered selfie manipulations and an ancillary study reveal that filtered selfies promote a preference for hedonic over utilitarian products through self-worth, and this justification effect is attenuated among individuals exhibiting high levels of lay rationalism and when beauty-editing cues are salient. The studies ruled out alternative explanations of emotions and visceral state. The findings indicate the justification effect of filtered selfies for hedonic versus utilitarian products, which contributes to the literature on selfies, hedonic consumption, and practical suggestions for marketing.