We know from prior consumer research that people often experience a gap between how they perceive themselves to actually be as opposed to how they would ideally like to be. Studies show that augmented reality changes such discrepancies – in some cases for the better, in others for the worse. Such discrepancies not only affect one’s self-concept and shopping behaviour – it was also found that AR mirrors can affect the wellbeing of consumers, as AR displays different ‘versions’ of themselves.
This talk addresses related phenomena such as ‘selfie dysmorphia’ and discusses an increased interest among consumers in aesthetic procedures as a result of augmented reality face filters. How should brands and companies deploy such technologies in a responsible manner? How should consumers view such self-enhancement tools? What can we learn from this research in terms of the opportunities and challenges of human augmentation? As the technology is becoming increasingly more popular and widely deployed, these questions need to be addressed in order to ensure that AR will be deployed in a way that benefits its users and stakeholders.