How Virtual Mirrors in Advertising Influence Attitudes about Beauty Products

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.