To beautify or uglify! The effects of augmented reality face filters on body satisfaction moderated by self-esteem and self-identification

Abstract

Beautifying augmented reality face filters (AR-FF) have been linked to reduced body satisfaction, particularly in young women. Social comparison theory has been used to explain this negative effect through upward social comparisons against the beautified version of oneself. However, downward comparisons have received little attention, though their investigation could have critical theoretical and practical implications. This proof-of-concept study evaluated whether the type of face filter has an effect on body satisfaction in young female students (N = 76) by comparing uglifying (downwards) and beautifying (upwards) face filters in a between-subjects experiment. Additionally, the moderating roles of self-esteem and self-identification with a filtered depiction were investigated. Exposure to beautifying face filters decreased body satisfaction, while no significant effect was detected for uglifying face filters. Furthermore, the effect of beautifying face filters was moderated by self-esteem but not self-identification, while there were no interactions for uglifying face filters. Possible implications and future research opportunities are discussed.