Technology-mediated consumption experiences can influence consumers in ways that extend beyond attitude changes or behavioural responses, inspiring curiosity and openness about the self. Focusing on augmented reality (AR) tools, this study aims to develop and validate a framework to show how technology-enabled experiences can lead to consumer self-discovery.
The study is grounded in the Thought-Emotion-Activity-Value framework, the extended self and theories of identity formation and discovery. The initial phase used Netnography and depth interviews with 22 consumers to develop a conceptual model. The second quantitative phase tested the model using data from 771 consumers, using structural equation modelling.
Perceived augmentation led to cognitive, affective and self-extension experiences, resulting in consumer self-discovery. Perceived realism moderates the relationship between perceived augmentation and self-extension experience. The findings explain how technology influences the formation of consumer identity.
The critical theoretical contributions include establishing the role of AR in consumer self-discovery and deepening the discussions around identity development as an outcome in digital contexts. This study has used these principles of psychology to elaborate on consumers’ paths to self-discovery and to understand how AR functions as a self-exploratory tool in contexts like fashion, where genuineness, self-esteem and consumer empowerment are vital. Further, the study expands the application of the extended self-concept and the Theory of Experiential Consumption model in self-discovery contexts. The implications can be strengthened in the future by conducting the study across contexts, age cohorts and industries.
First, this study details how AR-relevant brands can enable consumer self-discovery through immersive tools and technologies. Secondly, the study establishes the importance of perceived realism and self-extension experiences. Hence, the brand should avoid manipulation and over-glamorisation of the AR images to avoid customer dissatisfaction when they recreate the experience with actual products purchased after the virtual trials. Thirdly, the study depicts the potential of AR technology to help consumers identify facets of their self-concept that they were unaware of before.
AR’s self-discovery potential can have wider applications for the betterment of society. As earlier research (e.g. Laing et al., 2020) has shown, self-discovery can lead to well-being. Policymakers should enforce the inclusion of AR tools in health, education and citizen awareness. For example, AR-integrated classroom lessons will facilitate better visualisation and personalised learning. However, relevant policies and governance structures are necessary to ensure the inclusion of appropriate technology that maximises the benefits while avoiding the risks of manipulative content that promotes unrealistic expectations.
The present study advances understanding of consumer identity formation in digital contexts. Brands can use these insights to create meaningful customer experiences that support informed consumption decisions.
