Consumer self-concept in the cyberspace: how digitization has shaped the way we self-disclose to others

Bartoli, Chiara; Nosi, Costanza; Mattiacci, Alberto; Sfodera, Fabiola

doi:10.1080/0965254x.2022.2056501

Cited by 4 publications

(2 citation statements)

References 81 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…A person's self‐concept (hereafter referred to as self) includes their views and perceptions about themselves (James, 1890). Self is a dynamic and multifaceted concept that varies during a person's life based on their social context and experiences (Bartoli et al, 2022). Scholars have elaborated that the consumers' self‐concept influences their buying behaviors and decisions.…”

Section: Theory and Literaturementioning

confidence: 99%

The road to learning “who am I” is digitized: A study on consumer self‐discovery through augmented reality tools

Ambika

Belk

Jain

et al. 2023

J of Consumer Behaviour

View full text Add to dashboard Cite

Today, digital tools offer multiple avenues for consumers to learn about themselves. Self‐discovery or knowing “who am I” is fundamental to our everyday experience. However, there is a paucity of research that investigates the “how and why” of self‐discovery, made possible by technological advancements. Adopting the theoretical tenets of extended self, possible selves, storied selves, and the twin metaphors of self and identity, we follow a multimethod qualitative approach to explore consumer self‐discovery in the context of AR‐based makeup and grooming apps and filters. We establish a framework for AR‐facilitated self‐discovery by analyzing the data obtained via Netnography and 22 in‐depth interviews. The findings suggest that digital tools enable the discovery of previously unknown facets of the consumers' self‐concept. Theoretically, this study demystifies the process of technology‐enabled self‐discovery, which is related to better life decisions and consumer well‐being. Brands may apply these insights to inculcate the discovery components into the AR design, which can facilitate the adoption of new products. Finally, this study highlights the possible challenges to be avoided to ensure consumer well‐being while using AR‐enabled digital tools.

show abstract

Section: Theory and Literaturementioning

confidence: 99%

The road to learning “who am I” is digitized: A study on consumer self‐discovery through augmented reality tools

Ambika

Belk

Jain

et al. 2023

J of Consumer Behaviour

View full text Add to dashboard Cite

show abstract

“…This study adopts the explorative technique of Correspondence Analysis, as solicited by Sharma et al (2023), to discover which emotional, cognitive, positive and negative attributes are associated with each of the eight different interactive in‐store technologies examined. Explorative methods are argued to be suitable for understanding the impact of phygital innovations on customer value (Bartoli et al, 2023; Del Vecchio et al, 2023). Correspondence Analysis (CA) is a technique that contributes to marketing research (Hoffman & Franke, 1986).…”

Section: Introductionmentioning

confidence: 99%

Phygital luxury experiences. A correspondence analysis on retail technologies

Guzzetti,

Crespi,

Belvedere

2024

Int J Consumer Studies

View full text Add to dashboard Cite

Beliefs play a prominent role in consumer attitudes toward technology. Hence, the interplay between affective and cognitive perceptions results in approach or avoidance behaviours. This study examines how phygital interactive in‐store technologies are perceived in the specific context of luxury retail by providing a holistic picture of the characteristics consumers link to technological applications. Employing correspondence analysis, we highlight the contribution of the affective and cognitive dimensions of beliefs to technology evaluation, both in positive and negative terms. By differentiating between respondents who had already tried the technology and those who had not, the findings reveal how negative bias, derived from a lack of experience, results in negative evaluations; while previous usage of the technology positively impacts technology assessment. The results provide an outline of a valuable customer in‐store experience enriched by phygital devices, showing how technology's distinct features attract consumers, and how these perceptions can be leveraged by the retailer to enhance the retail experience.

show abstract

Consumer self-concept and digitalization: what does this mean for brands?

Bartoli

2022

Ital. J. Mark.

View full text Add to dashboard Cite

Consumer self-concept in the cyberspace: how digitization has shaped the way we self-disclose to others

Cited by 4 publications

References 81 publications

The road to learning “who am I” is digitized: A study on consumer self‐discovery through augmented reality tools

The road to learning “who am I” is digitized: A study on consumer self‐discovery through augmented reality tools

Phygital luxury experiences. A correspondence analysis on retail technologies

Consumer self-concept and digitalization: what does this mean for brands?

Contact Info

Product

Resources

About