Mirror Mirror on the Wall, Who Is Real of Them All? - the Role of Augmented Self, Expertise and Personalisation in the Experience With Augmented Reality Mirror

Ana Javornik, Newcastle University, UK
Marta Pizzetti, Università della Svizzera italiana, Switzerland
This research calls for studying the concept of self in the context of increasingly popular augmented reality mirrors. We introduce the notion of “augmented self” and demonstrate in two experimental studies how different types of augmentation with virtual make-up impact the consumer’s perception of herself and the products.
[ to cite ]:
Ana Javornik and Marta Pizzetti (2017) ,"Mirror Mirror on the Wall, Who Is Real of Them All? - the Role of Augmented Self, Expertise and Personalisation in the Experience With Augmented Reality Mirror ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 423-427.