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

By Tae Hyun Baek, Chan Yun Yoo, Sukki Yoon. 2018

118 citations recorded by the source corpus.

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.

Subfields: Experimental and Cognitive Psychology, Marketing

View Paper: https://www.semanticscholar.org/paper/e4839f037a3514193e104bea480cd53d3f66a106

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. Hakil Moon
2. K. Kim
3. Xiaolei Yu
4. Shuman Wang
5. Chunlin Yuan

Citations in the corpus

• The influence of flow experience in the augmented reality context on psychological ownership (2021, background): “As a series of technologies, AR integrates virtual information with real-world goods and services, thus enhancing user experience of a specific contextual reality (Baek, Yoo, and Yoon 2018; Poushneh and Vasquez-Parraga 2017).”