Abstract
Despite the promises of augmented reality and virtual mirrors in advertising, there has been little research on virtual mirrors that focus on consumer traits. This study examines whether consumer-related contexts that are generated in virtual mirroring—self-referencing, self-awareness, self-focused attention, and self–brand relationship—affect consumer product attitudes and purchase intentions. The authors investigated relationships between viewing perspectives (self-viewing versus other-viewing), types of endorsements (self-endorsing versus other-endorsing), and whether a beauty filter is used. They also analyzed whether degrees of narcissism and self-presentation mediate these relationships. The results offer evidence of enhanced virtual service and product attitudes by means of mediation but not purchase intention.
- Received March 13, 2023.
- Received (in revised form) October 4, 2023.
- Accepted October 19, 2023.
- Copyright © 2024 ARF. All rights reserved.
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Vol 64 Issue 3
