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

Khaled El-Shamandi Ahmed (Institute of Management Studies, Goldsmiths, University of London, London, UK)
Anupama Ambika (Department of Marketing, MICA, Ahmedabad, India)
Russell Belk (Schulich School of Business, York University, Toronto, Canada)

Journal of Service Management

ISSN: 1757-5818

Article publication date: 5 April 2022

Issue publication date: 2 January 2023




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.



This paper forms part of a special section “Impacts of extended Reality Technologies on Consumption and Service Experiences”, guest edited by Wided Batat, Wafa Hammedi and Paula C. Peter.


El-Shamandi Ahmed, K., Ambika, A. and Belk, R. (2023), "Augmented reality magic mirror in the service sector: experiential consumption and the self", Journal of Service Management, Vol. 34 No. 1, pp. 56-77.



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