Current Issue Summary
September 2024 (Vol. 64, Issue 3)

How Virtual Mirrors in Advertising Influence Attitudes about Beauty Products: Consumer Viewing Perspectives, Beautification, And Endorsement in AR Advertising
Discover the impact of virtual mirrors in advertising on consumer attitudes and purchase intentions. This research digs into the question, examining how consumer-related contexts such as self-referencing, self-awareness, self-focused attention and self-brand relationship influence such outcomes. The authors explore the effects of viewing perspectives (self-viewing vs. other-viewing), on endorsements (self-endorsing vs. other-endorsing), and the use of beauty filters. The study also analyzes the role of narcissism and self-presentation in mediating these relationships. The findings suggest that virtual mirrors enhance product attitudes through mediation but do not significantly affect purchase intentions.

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