EXPRESS: Virtual Fitting Room Effect: Moderating Role of Body Mass Index

An emerging virtual-reality technology, virtual fitting room (VFR) allows online shoppers to virtually try on clothes. Despite its increasing popularity, how VFR influences different consumer groups is hitherto unknown. Neglecting such nuances may significantly undermine VFR effectiveness. Based on a large-scale field experiment with real-world transactional data and five laboratory experiments, the authors document the asymmetric effects of VFR conditional on consumer body types, characterize the theoretical underpinnings, and identify a systematic set of managerially actionable moderators that can mitigate adverse effects. Specifically, while VFR enhances product evaluations and purchases among consumers with relatively low body-mass-index (BMI) levels, it negatively influences responses from high-BMI consumers due to self-image threat induced by avatars that resemble consumers’ own bodies. To cope with self-image threat, high-BMI consumers tend to shift the blame to the apparel item, resulting in negative product responses. The authors identify four feasible solutions to alleviate the negative responses among high-BMI users of VFR, namely, promoting diversified beauty standards, featuring mannequin face for VFR avatars, providing consumers opportunities to engage in prosocial behavior, and presenting high-status products. These findings offer guidance for retailers to smartly leverage this new technology to enhance both business performance and consumer wellbeing.