One of the main challenges brands face nowadays is the ability to provide a real-life experience through online platforms. The aim of this study is to analyze an AR try-on app versus a website, considering consumers self-concept and testimonials. To this end, an online survey was conducted, in which respondents were exposed to two of four scenarios: AR APP or website experience, and positive versus negative reviews presence. Our findings indicate that ideal self-congruence impacts both, purchase intention and confidence. The present study positively contributes to the AR and self-concept literature, while opening new avenues of research for both academics and practitioners.

• Aihoor Kayoom Aleem(ISCTE - Instituto Universitário de Lisboa and Business Research Unit (BRU-IUL), Portugal)
• Sandra Maria Correia Loureiro(ISCTE - Instituto Universitário de Lisboa and Business Research Unit (BRU-IUL), Portugal)
• Jéssica Francisco Martinho(ISCTE - Instituto Universitário de Lisboa)