Augment Yourself through Virtual Mirror: the impact of self-viewing and narcissism on consumer responses
Document Type
Article
Keywords
augmented reality; virtual mirror; narcissism; self-brand connections; self-referencing
Identifier Data
https://doi.org/10.1080/02650487.2016.1244887
Publisher
Taylor & Francis Online
Publication Source
International Journal of Advertising, 37(3), 421-439
Abstract
Virtual mirror, an increasingly popular application of augmented reality, allows consumers to view their visages overlaid with product images on digital displays. The authors of this study examine how augmented reality technology affects consumers’ brand perceptions and purchase intentions. Study 1, using a real brand, demonstrates that consumers tend to form higher self-brand connections and purchase intention when viewing themselves trying a product via a virtual mirror, rather than when viewing professional models wearing the product. Study 2, using a fictitious brand, reveals that narcissistic participants show pronounced positive self-viewing effects, but non-narcissistic participants show attenuated effects. Implications for digital marketers are discussed.
