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“Mirror Mirror on the Wall, Who is Real of Them All?” – The Role of Augmented Self, Expertise and Personalisation in the Experience with Augmented Reality Mirror

Lookup NU author(s): Dr Ana Javornik



This is the authors' accepted manuscript of an article that has been published in its final definitive form by Association for Consumer Research, 2017.

For re-use rights please refer to the publisher's terms and conditions.


This research calls for studying the concept of self in the context of increasingly popular augmented reality mirrors. We introduce the notion of “augmented self” and demonstrate in two experimental studies how different types of augmentation with virtual make-up impact the consumer’s perception of herself and the products.

Publication metadata

Author(s): Javornik A, Pizzetti M

Publication type: Article

Publication status: Published

Journal: NA - Advances in Consumer Research

Year: 2017

Volume: 45

Pages: 423-427

Print publication date: 31/12/2017

Acceptance date: 29/06/2017

ISSN (print): 0098-9258

Publisher: Association for Consumer Research



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