How video conferencing promotes preferences for self-enhancement products

The pandemic has led to a significant increase in the use of video conferencing platforms such as Zoom, Google Meet and Microsoft Teams. Yet little is known about the impact of video conferencing on subsequent consumer decisions. Across six studies, we examine the effects of video conferencing in both consumption (e.g., sales) and nonconsumption (e.g., school and work) contexts and find that video conferencing can trigger greater interest in products that can enhance the self - physically, intellectually, and/or mentally - due to heightened social appearance anxiety. This effect is attenuated when technology allows users to reduce social appearance anxiety (e.g., the use of ring lights or the ability to turn off web cameras) but accentuated when social anxiety is increased (e.g., the use gallery/speaker views) and is more pronounced among consumers who are low in self-esteem.