Augmented reality mirrors serve as popular marketing tools, enabling virtual try-on experiences for products like makeup. Our research investigates how these sensory encounters impact consumers’ self-perception, specifically focusing on the gap between actual and ideal attractiveness—a phenomenon we term ‘augmented self.’ Through three lab experiments, we find that viewing oneself in an AR mirror (as opposed to a regular mirror) affects the ideal-actual attractiveness gap, with varying effects based on a consumer’s self-esteem. Additionally, ideal self-congruence plays a mediating role in this process. Furthermore, augmentation significantly influences variety-seeking behavior. A follow-up survey study reveals downstream effects on product choice and psychological well-being. While immersive technologies are often used for brand-related responses, our study highlights their impact on consumers’ self-concept.
These mirrors allow consumers to virtually test products like makeup, seamlessly blending the real world with digital overlays. Our investigation focuses on how these sensory encounters influence consumers’ self-perception, honing in on the gap between their actual and ideal attractiveness—a phenomenon we term the ‘augmented self.’
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