Augmented self - The effects of virtual face augmentation on consumers' self-concept

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