Augmented reality magic mirror in the service sector: experiential consumption and the self

El-Shamandi Ahmed, Khaled; Ambika, Anupama and Belk, Russell. 2023. Augmented reality magic mirror in the service sector: experiential consumption and the self. Journal of Service Management, 34(1), pp. 56-77. ISSN 1757-5818 [Article]

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Abstract or Description

This paper examines what the use of an augmented reality (AR) makeup mirror means to consumers, focusing on experiential consumption and the extended self.

The authors employed a multimethod approach involving netnography and semi-structured interviews with participants in India and the UK (n = 30).

Two main themes emerged from the data: (1) the importance of imagination and fantasy and (2) the (in)authenticity of the self and the surrounding “reality.”

Research limitations/implications
This research focuses on AR magic makeup mirror. The authors call for further research on different AR contexts.

Practical implications
The authors provide service managers with insights on addressing gaps between the perceived service (i.e. AR contexts and the makeup consumption journey) and the conceived service (i.e. fantasies and the extended self).

The authors examine the lived fantasy experiences of AR experiential consumption. In addition, the authors reveal a novel understanding of the extended self as temporarily re-envisioned through the AR mirror.

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'This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact'


Augmented reality services, Experiential consumption, Digital extended self, Possible selves

Departments, Centres and Research Units:

Institute of Management Studies


6 March 2022Accepted
5 April 2022Published Online
2 January 2023Published

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Date Deposited:

25 May 2022 15:23

Last Modified:

12 Jan 2023 13:59

Peer Reviewed:

Yes, this version has been peer-reviewed.


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