Augmented self - The effects of virtual face augmentation on consumers' self-concept

Javornik, Ana; Marder, Ben; Pizzetti, Marta; Warlop, Luk

doi:10.1016/j.jbusres.2021.03.026

Cited by 86 publications

(105 citation statements)

References 104 publications

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“…A particularly popular form of this technology is augmented reality face filters. These augmented reality applications overlay users' faces with virtual annotations and simulate real‐time interactions with users (Hilken et al, 2017; Javornik, 2016), for instance, to enable virtual try‐on of products (Javornik et al, 2021). Besides commercial applications (e.g., Sephora app), augmented reality face filters have become increasingly popular on social media such as Snapchat and Instagram, as a form of engagement with social networks or brands (Dodoo & Youn, 2021).…”

Section: Introductionmentioning

confidence: 99%

Privacy concerns when using augmented reality face filters? Explaining why and when use avoidance occurs

Cowan

Javornik

Jiang

2021

Psychology and Marketing

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Augmented reality face filters (e.g., Snapchat) are ubiquitous in today's market. Yet, we know little about the impact of individuals' concerns for their own and others' privacy and sharing biometric facial data while interacting with such augmented reality face filters. Our study aims to uncover whether privacy concerns affect responses toward augmented reality face filter apps, as well as the underlying mechanisms of this process, specifically perceived usefulness and flow. First, a survey study shows that individual perceptions of privacy concerns indirectly decrease use intentions and word‐of‐mouth via perceived usefulness and flow. Second, integrating construal level theory, we demonstrate in an experimental study that users report lower use intentions and word‐of‐mouth (again mediated through perceived usefulness and flow) when providing a concrete (vs. abstract) privacy policy. Additionally, we offer evidence for boundary effects and show that these patterns emerge only when users interacted with highly hedonic filters. The research demonstrates that privacy concerns related to use of augmented reality face filters indirectly affects future behavioral intentions and explains the phenomenon through lenses of the privacy paradox and construal level theory. By accounting for how people process information, the research evidence novel mechanisms for interrupting the privacy paradox.

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Section: Introductionmentioning

confidence: 99%

Privacy concerns when using augmented reality face filters? Explaining why and when use avoidance occurs

Cowan

Javornik

Jiang

2021

Psychology and Marketing

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“…Taken one step further, face-filters, made possible through AR technology, alter the body in real-time (Javornik et al, 2021), so that a digitally-enhanced selfie propagates a formulaic beauty of (hetero)normative femininity. AR beauty apps allow people to 'try on' beauty products from makeup (Javornik et al, 2021), to clothing (Huang et al, 2019) and accessories (Yim and Park, 2019) and ultimately cosmetic surgery (Elias and Gill, 2018). In the cosmetic servicescape, we see how this technology enables users to visualise themselves with plumper lips, smoother skin, or smaller noses (Coy-Dibley, 2016).…”

Section: A Digitally Mediated Sense Of Selfmentioning

confidence: 99%

“…[Insert Table 2 about here] Face-Filters as 'Catfish Selfies' -toward a digitised body dysmorphia Although AR (and VR) technologies have been applauded by a range of service providers for affording more immersive and personalised shopping experiences (Yim and Park, 2019), we how these real-time body modification technologies can negatively impact users' self-concept (Javornik et al, 2021), leading to a digitised form of body dysmorphia (Coy-Dibley, 2016).…”

Section: It Was Nice To Show Off My New Lips On My Instagram But I'm a Student I Can'tmentioning

confidence: 99%

“Is it all just lip service?”: on Instagram and the normalisation of the cosmetic servicescape

Rodner

Goode

Burns

2021

JSM

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Purpose To better understand the uptake of cosmetic procedures in the wake of Instagram, this study aims to unravel how the aesthetic labour of influencers acts as the packaging of the cosmetic servicescape. In doing so, the authors contribute to theorising of aesthetic and emotional labour within the services marketing literature, fleshing out the bodywork of influential others not as employees but endorsers, who act like the “walking billboards” (Zeithaml and Bitner, 2003) for the cosmetic service industry. Design/methodology/approach This study adopts a dual qualitative approach to data collection, coupling netnographic material from Instagram posts with 16 in-depth interviews with female Instagram users who have undergone or hope to undergo cosmetic surgery. Using mediated discourse analysis, the authors weave their visual and discursive data together for a richer account of the commoditisation of cosmetic surgery. Findings Adopting a postfeminist neoliberal lens, where women are viewed as aesthetic entrepreneurs who are constantly working on the body and the self, the findings of the study reveal how influencers’ aesthetic and emotional labour help package, propagate and demystify the cosmetic servicescape. Through their visual storytelling, we see how influencers help endorse (local) cosmetic services; commoditise cosmetic procedures through the conspicuous display of their ongoing body projects whilst masking the labour and pain involved; and how face-filters that use augmented reality (AR) technology foster new forms of (digitised) body dysmorphia. Originality/value The authors shed light on the darker side of social media and body-enhancing technologies, where tales of body transformation trivialise cosmetic intervention and AR technology induces a digitised body dysmorphia.

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“…There have been a number of studies exploring self-perception through AR mirrors for marketing purposes (see [8] for a review). For instance, Javornik and Pizzetti [9] explored self-perception with an AR mirror having participants looking at themselves on a tablet with the possibility to superimpose virtual makeup.…”

Section: Augmented Reality and Self-perceptionmentioning

confidence: 99%

Mirror, Mirror on My Phone: Investigating Dimensions of Self-Face Perception Induced by Augmented Reality Filters

Fribourg

Peillard

McDonnell

2021

2021 IEEE International Symposium on Mixed and Augmented Reality (ISMAR)

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Augmented self - The effects of virtual face augmentation on consumers' self-concept

Cited by 86 publications

References 104 publications

Privacy concerns when using augmented reality face filters? Explaining why and when use avoidance occurs

Privacy concerns when using augmented reality face filters? Explaining why and when use avoidance occurs

“Is it all just lip service?”: on Instagram and the normalisation of the cosmetic servicescape

Mirror, Mirror on My Phone: Investigating Dimensions of Self-Face Perception Induced by Augmented Reality Filters

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