Self-Augmentation and Consumer Experiences: An Exploratory Study: An Abstract

Abstract

Today, digital content is dominated by interactive and immersive technologies (Mckinesy 2019). Brands are rapidly adopting technologies such as Augmented Reality (AR) for virtual product experiences (Pantano 2015). AR refers to the superimposing of the digital content on consumers' real-world contexts, thereby bridging the gap between physical and virtual purchase situations (Mealy 2018). Two popular AR-based applications are Ikea place (furniture) and Youcam Makeup (cosmetics). At present, AR is on a growth trajectory, as immersive technology growth (pre-COVID-19) was pegged to exceed $55 billion by the year 2021(Research and Markets 2019). Existing research on AR focuses on user experiences, customer engagement, brand attitudes, and purchase intentions (Hilken et al. 2017; Kim and Hall 2019; Park and Yoo 2020; Scholz and Smith 2016). As technology increasingly intertwines with consumers' lives and decisions, it is essential to continue expanding the research into the lived experience of AR-mediated shopping (Chylinski et al. 2020). Hence this paper focuses on the self-augmentation experiences through the virtual product try-on apps. The virtual try-on apps let consumers try out virtual replicas of actual products (cosmetics, apparel, jewelry, etc.) on their real-time images, captured via tablet or smartphone-based selfie cameras. The context of the study is AR virtual try-on apps in the cosmetics industry, owing to their popularity and adoption by consumers. Based on the concepts of extended self, consumption experiences, self-referencing theory, and mental imagery (Belk 1988; Holbrook and Hirschman 1982; Lutz and Lutz 1978; Rogers et al. 1977), this study follows an exploratory approach using netnography and in-depth interviews. The initial findings suggest that using AR try-on tools helps consumers choose the products that enable them to craft unique self-expression rather than conforming to societal stereotypes. Further, AR facilitates experimentation with new consumption patterns, irrespective of age and gender, giving opportunities for consumers to embrace their unique interests. Consumers save their self-augmented images to share among connections via social media, indicating digital expression before actual purchase and use. Thus AR provides an opportunity for brands to be a part of consumers' virtual selves before actual consumption through digital expression. The study's findings open up new avenues for brands to be a meaningful part of consumer extended selves and the role of AR in enabling consumers to express their “true selves” which may be seen as more of an aspirational self given enhancements of face shape and eye size commonly employed in these apps.