Exploring AR liminoid spaces: a study on consumer possible selves in the metaverse

This study proposes a conceptual model to examine the liminoid spaces at the intersection of the real and virtual worlds, particularly through the lens of AR technology. The research is grounded in liminoid theory, the concept of a 'possible self', and the experience of awe. It focuses on four key objectives: 1) defining the boundaries of AR's liminoid space, a nexus between reality and virtuality; 2) understanding how consumer behaviours and emotions are shaped by time distortion, escapism, ecstasy, and flow in these spaces; 3) exploring the effects of awe, immersion, and digital interactions in AR liminoid spaces on consumer responses; and 4) investigating the role of an aspirational 'possible self' in these environments and its impact on consumer emotions and actions. The methodology combines laboratory experiments with 24 participants and ongoing online eye-tracking studies to gather comprehensive data. Initial results reveal that interaction levels influence consumer emotional responses, while behavioural responses correlate positively with Flow, Escape, Ecstasy, Awe, and Immersion. This research contributes to understanding the possible self in liminoid spaces within the Metaverse, offering insights for future retail strategies in AR-enhanced environments. It presents primary data on consumer experiences in the Metaverse, crucial for developing future omnichannel retailing approaches in these novel spaces.