Examining the impact of augmented reality face filters on consumers’ self-concept and well-being
Dheeraj Sharma, Tanya SinghPurpose
This research explores the impact of augmented reality (AR) face filters, prevalent across social media platforms such as Snapchat, on users’ well-being and self-concept. While AR technology provides various benefits, its potential negative impacts remain underexplored, particularly in the context of AR face filters. Therefore, this study aims to examine how AR face filters influence people’s perceptions of their actual and ideal selves, resulting in negative psychological and behavioural intentions.
Design/methodology/approach
This study applies self-discrepancy theory to explore how AR face filters reshape users’ perceptions of their actual and ideal selves. It further examines the moderating role of body image on the relationship between AR face filters and the ideal-actual attractiveness gap. Additionally, the mediating role of psychological discomfort between the ideal-actual attractiveness gap and propensity towards cosmetic surgery, as well as self-acceptance, was examined. The hypothesised model is analysed using the Hayes PROCESS macro.
Findings
The findings reveal that the use of AR face filters increases the ideal-actual attractiveness gap. An increased gap results in psychological discomfort, which further increases propensity towards cosmetic surgery and decreases self-acceptance.
Research limitations/implications
This study investigates the use of AR face filters in distorting self-perceptions and their broader psychological implications. A longitudinal research design could provide valuable insights into how these effects emerge and evolve over time, offering a more comprehensive understanding of their long-term implications.
Practical implications
Retailers and developers of AR face filters could consider incorporating warning signals or educational messages to provide users with clear and transparent information about the potential negative consequences of using these filters. Such measures can help mitigate the harmful effects of these AR filters and promote healthier self-perceptions among users.
Originality/value
To the best of the authors’ knowledge, this study is the first to empirically demonstrate that the use of AR face filters can lead to several negative psychological and behavioural outcomes, including an increased intention to undergo cosmetic surgery. This study provides novel insights into how AR face filters influence users’ self-concept and well-being. Moreover, it extends the understanding of self-discrepancy theory in the context of AR face filters, highlighting critical moderating and mediating factors that shape user experiences.