IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-05721853.html

Augmented self

Author

Listed:
  • Ana Javornik

    (University of Bristol [Bristol])

  • Ben Marder

    (The University of Edinburgh)

  • Marta Pizzetti

    (TBS - Toulouse Business School)

  • Luk Warlop

    (BI Norwegian Business School [Oslo])

Abstract

Augmented reality mirrors are popular marketing tools that allow virtual try-on of products, such as makeup. We study how such sensory experiences affect consumer perception of the self, specifically the gap between actual and ideal attractiveness, and we conceptualise this change as augmented self. Over three lab experiments we show that viewing oneself in an AR mirror (as opposed to the regular mirror) affects the ideal-actual attractiveness gap and that this effect differs depending on a consumer's self-esteem. Furthermore, we uncover that ideal self-congruence mediates this process. We also demonstrate that augmentation significantly changes variety-seeking. An additional survey-based study shows downstream effects of ideal self-congruence and ideal-actual gap on product choice and psychological well-being. While commercial immersive technologies are deployed to generate responses related to brands and products, this study demonstrates that the effects extend to consumers' self-concept. We offer implications for academics and practitioners in marketing and human–computer interaction.

Suggested Citation

  • Ana Javornik & Ben Marder & Marta Pizzetti & Luk Warlop, 2021. "Augmented self," Post-Print hal-05721853, HAL.
    • Handle: RePEc:hal:journl:hal-05721853
    DOI: 10.1016/j.jbusres.2021.03.026
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-05721853. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.