The road to learning “who am I” is digitized: A study on consumer self‐discovery through augmented reality tools

Abstract Today, digital tools offer multiple avenues for consumers to learn about themselves. Self‐discovery or knowing “who am I” is fundamental to our everyday experience. However, there is a paucity of research that investigates the “how and why” of self‐discovery, made possible by technological advancements. Adopting the theoretical tenets of extended self, possible selves, storied selves, and the twin metaphors of self and identity, we follow a multimethod qualitative approach to explore consumer self‐discovery in the context of AR‐based makeup and grooming apps and filters. We establish a framework for AR‐facilitated self‐discovery by analyzing the data obtained via Netnography and 22 in‐depth interviews. The findings suggest that digital tools enable the discovery of previously unknown facets of the consumers' self‐concept. Theoretically, this study demystifies the process of technology‐enabled self‐discovery, which is related to better life decisions and consumer well‐being. Brands may apply these insights to inculcate the discovery components into the AR design, which can facilitate the adoption of new products. Finally, this study highlights the possible challenges to be avoided to ensure consumer well‐being while using AR‐enabled digital tools.