Augmented Reality techniques allow the user to visualize part of the real world through a display device by incorporating graphical information into the existing physical information. In this sense, it is important to know how the physical presence of the user in the augmented reality experience can affect the perception and evaluation of the product. To this end, this work presents a theoretical framework that explains how users perceive and evaluate the benefits and quality of augmentation with augmented reality through their physical presence, compared to visualizing the same experience through a video. The application was developed for the exhibition and sale of ceramic molds. Users viewed graphical information about the mold, placed between them and the screen while seeing themselves in the television as if it was a mirror. The experiments showed that the integration of the product into the environment and the spatial presence of the users had a positive effect on the perceived value in terms of usefulness and enjoyment, improved comfort in the purchase decision, and reinforced the overall opinion of the product.