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I Like Your Product When I Like My Photo: Misattribution Using Interactive Virtual Mirrors

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  • Cho, Hyejeung
  • Schwarz, Norbert

Abstract

Recent technological advances in interactive marketing allow consumers to use a ‘virtual mirror’ (created with their own digital photo uploaded to a retailer's Web site) to see how products would look on them. The virtual mirror can be used for simulated product experiences in virtual shopping environments (e.g., trying a garment or a pair of sunglasses in an Internet shopping mall). To enhance our understanding of the managerial implications of this new marketing tool, we test whether the images consumers select to construct their ‘virtual mirror’ influence their product evaluations. Psychological theorizing suggests that it is difficult to distinguish one's reaction to the product from one's reaction to the personal image to which the product is applied, giving rise to misattribution effects. Consistent with this assumption, three studies show that consumers evaluate a product more favorably the more they like the image used to construct a virtual mirror (for themselves or for someone they personally know); the variables used to enhance consumers' liking of their virtual mirror include the consumer's own facial expression (Study 1), a visual enhancement of the image (Study 2), and a regular vs. mirror image format (Study 3).

Suggested Citation

  • Cho, Hyejeung & Schwarz, Norbert, 2012. "I Like Your Product When I Like My Photo: Misattribution Using Interactive Virtual Mirrors," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 235-243.
    • Handle: RePEc:eee:joinma:v:26:y:2012:i:4:p:235-243
    DOI: 10.1016/j.intmar.2012.03.003
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    References listed on IDEAS

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    1. Nordhielm, Christie L, 2002. "The Influence of Level of Processing on Advertising Repetition Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 371-382, December.
    2. Schlosser, Ann E, 2003. "Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase Intentions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 184-198, September.
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    Cited by:

    1. Oliviane Brodin & Marie Beck & Laurent Carpentier & Dominique Crié, 2015. "Se voir et être vu dans un miroir virtuel : les effets comportementaux et attitudinaux de l’engagement corporel et social lors d’une expérience de shopping en ligne," Post-Print hal-03350200, HAL.
    2. Yim, Mark Yi-Cheon & Chu, Shu-Chuan & Sauer, Paul L., 2017. "Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 89-103.
    3. Plotkina, Daria & Saurel, Hélène, 2019. "Me or just like me? The role of virtual try-on and physical appearance in apparel M-retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 362-377.
    4. Jayaswal, Pragya & Parida, Biswajita, 2023. "The role of augmented reality in redefining e-tailing: A review and research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    5. Javornik, Ana, 2016. "Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 252-261.
    6. Huang, Tseng-Lung, 2019. "Psychological mechanisms of brand love and information technology identity in virtual retail environments," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 251-264.
    7. Whang, Jeong Bin & Song, Ji Hee & Choi, Boreum & Lee, Jong-Ho, 2021. "The effect of Augmented Reality on purchase intention of beauty products: The roles of consumers’ control," Journal of Business Research, Elsevier, vol. 133(C), pages 275-284.
    8. Petit, Olivia & Velasco, Carlos & Spence, Charles, 2019. "Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 42-61.

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