Context shapes disclosure: understanding self-presentation in augmented reality

Augmented reality (AR) introduces new dynamics for personal information sharing by embedding digital content into shared physical spaces. While prior work has examined comfort and privacy concerns in AR, less is known about why people choose to disclose personal information and how social context shapes these decisions. We conducted a mixed-methods study with 20 participants across three fictional scenarios that varied in formality and social norms. Participants disclosed information to clarify identity, build relationships, and strategically manage impressions, yet patterns varied by setting: intimate details were sometimes shared in casual contexts despite acknowledged risks, while professional contexts raised concerns about appropriateness. Based on these findings, we present an AR-adapted disclosure decision model that treats context as an active moderator of perceived risks and benefits and highlights the roles of control and reciprocity in co-present environments. We conclude with design recommendations for context-sensitive privacy mechanisms that support selective and reciprocal disclosure in AR.