Although food selfie taking and sharing has commonly been regarded as a joyful expression, its impact on dining outcomes is still questionable, as empirical evidence on such a linkage is rather mixed. This research addresses this literature void by assessing the boundary condition of social norm on the role of foodstagramming. The present research draws on normative focus theory to assess the moderating role of descriptive norm in three experiments. Results reveal that capturing food selfies could produce favorable dining enjoyment and repatonage intention when the food photo-taking norm is made prominent and is congruent with the focal norm in question. This research advances the literature by demonstrating how norms could help activate the power of food selfies on diners’ behaviors, and by offering hospitality scholars and operators new insights germane to customer portrait photography.

尽管自拍和分享食物通常被认为是一种快乐的表达方式，但它对用餐结果的影响仍然值得怀疑，因为关于这种联系的实证证据相当复杂。本研究通过评估社会规范对食物图谱作用的边界条件来解决这一文献空白。本研究利用规范焦点理论来评估描述性规范在三个实验中的调节作用。结果表明，当食物拍照规范突出并与所讨论的焦点规范一致时，捕捉食物自拍可以产生良好的用餐享受和回头客意愿。这项研究通过展示规范如何帮助激活食物自拍对食客行为的影响来推动文献的发展，