TY - JOUR
T1 - Augment yourself through virtual mirror
T2 - the impact of self-viewing and narcissism on consumer responses
AU - Baek, Tae Hyun
AU - Yoo, Chan Yun
AU - Yoon, Sukki
PY - 2018/5/4
Y1 - 2018/5/4
N2 - 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.
AB - 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.
KW - augmented reality
KW - narcissism
KW - self-brand connections
KW - self-referencing
KW - virtual mirror
UR - http://www.scopus.com/inward/record.url?scp=85031432566&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85031432566&partnerID=8YFLogxK
U2 - 10.1080/02650487.2016.1244887
DO - 10.1080/02650487.2016.1244887
M3 - Article
AN - SCOPUS:85031432566
SN - 0265-0487
VL - 37
SP - 421
EP - 439
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 3
ER -