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

Tae Hyun Baek, Chan Yun Yoo, Sukki Yoon

Research output: Contribution to journalArticlepeer-review

46 Scopus citations

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.

Original languageEnglish
Pages (from-to)421-439
Number of pages19
JournalInternational Journal of Advertising
Volume37
Issue number3
DOIs
StatePublished - May 4 2018

Keywords

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

ASJC Scopus subject areas

  • Communication
  • Marketing

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