Augment yourself through virtual mirror: the impact of self-viewing and narcissism on consumer responses

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.

Keywords:

• augmented reality
• virtual mirror
• narcissism
• self-brand connections
• self-referencing

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Tae Hyun Baek

Tae Hyun Baek (Ph.D., University of Georgia) is an assistant professor in the Department of Integrated Strategic Communication at the University of Kentucky. His primary research focuses on the role of digital media in consumer-brand relationships and advertising persuasion. His research has appeared in the Journal of Advertising, International Journal of Advertising, Psychology & Marketing, and Journal of Services Marketing.

Chan Yun Yoo

Chan Yun Yoo (Ph.D., University of Texas at Austin) is an associate professor in the Department of Integrated Strategic Communication at the University of Kentucky. His research focuses on digital advertising and appears in Journal of Advertising, Journal of Interactive Marketing, International Journal of Advertising, Journal of Marketing Communications, Journal of Current Issues and Research in Advertising, among others.

Sukki Yoon

Sukki Yoon (Ph.D., University of Illinois at Urbana-Champaign) is an associate professor in the Department of Marketing at Bryant University. His research interests include consumer behavior and psychology, advertising persuasion, and branding. He has published articles in the Journal of Advertising, Psychology & Marketing, Journal of Business Research, and Journal of Consumer Marketing.