Augment yourself through virtual mirror: the impact of self-viewing and narcissism on consumer responses. Issue 3 (4th May 2018)

• Record Type: Journal Article
• Authors: Baek, Tae Hyun; Yoo, Chan Yun; Yoon, Sukki
• Is Part Of: International journal of advertising. Volume 37:Issue 3(2018)
• Page Start: 421
• Page End: 439
• Publication Date: 2018-05-04
• Subjects: augmented reality -- virtual mirror -- narcissism -- self-brand connections -- self-referencing; Advertising -- Periodicals; 659.105
• DOI: 10.1080/02650487.2016.1244887
• Languages: English
• ISSNs: 1759-3948

Abstract

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.