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

Abstract

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.

Sharing luxury consumption on social media platforms: Motive inferences and downstream consequences

“…According to the theory of extended digital self (Belk, 2013), both real-life representations of self and fictional representations of self are parts of our extended selves. Specifically, people use digital tools to construct the self through self-expression and self-presentation in online spaces (Ambika et al, 2023;Schlosser, 2020). We extend this literature by examining how people draw inferences about others' traits based on observations of their digital selves.…”

“…People share positive or negative information about themselves, others, or the world at large to targeted or broad audiences (Barasch, 2020). Importantly, digital tools and technologies change the expression, presentation, and construction of the self (Belk, 2013) and facilitate the discovery of previously unknown facets of the self (Ambika et al, 2023). There is an ongoing debate regarding whether people self-express or whether they selfpresent on social media: in some ways, people disclose their true selves (i.e., communicate factual or realistic personal information); in other ways, they present their ideal selves (i.e., convey a desired public self-image or manage impressions; Schlosser, 2020).…”

“…Digital tools have shaped the fundamental process of self-construction and self-discovery (Ambika et al, 2023;Jain et al, 2021).…”

Consumer responses toward smart technology: A systematic review, synthesis, and future research agenda

“…As branded environments on the product level and retail storefront have been explored by previous research, specific gaps can be filled by focusing on consumer-brand relationships. The first attempt could be to include self-identity theory (Ambika et al, 2023). Future research on smart technology can address the contribution of technology in creating self-brand connections (Alabed et al, 2022).…”

Peer‐to‐peer community on social media: An exploratory cross‐cultural study

“…Is the psychological "we feeling" enough for consumers, or can the realization of being talked up by a chat robot have severe negative consequences for consumer well-being? Future research can examine consumer well-being in response to these new technologies when used in conjunction with social media (Ambika et al, 2023;Mertz et al, 2023). In addition, looking at these questions from a global perspective could be fruitful as various countries adopt or ban these technologies and/ or social media platform consumption (Soo, 2023).…”