Thomas Novak, co-director of the Sloan Center for Internet Retailing at University of California Riverside, gave a presentation entitled "Consumer Behavior Research in Second Life: Issues and Approaches" during last Association for Consumer Research Annual Conference in Memphis. Professor Novak described the current state of research on consumers in virtual worlds and delineates the future persepectives for this highly promising area of marketing research. Research in Second Life is suitable to analyze a wide variety of marketing related topic, such as product choice, branding, decision making, merchandising, virtual consumption, peer and social influence, relationships, time distortion, flow experiences, group behavior, word of mouth, avatar vs. self personality, impact of Second Life on real life, and many others. According to Novak, many research approaches can be easily adapted to a Second Life setting, among which he lists qualitative interviews and focus groups, ethnography, surveys, experiments, clickstream and other unobtrusive behavioral data, content analysis, social network analysis, and even fMRI.
The Sloan Center has begun the development of eLab City, a sim in Second Life created for the purpose of studying consumer behavior in virtual worlds.
Very intersting material for marketers!
Future Marketing Prospectives in Virtual Worlds
More Stats +/-
Top 80 Mobile Trends in October
Beginner-Friendly Electric Bicycles
Silky Collagen-Reinforced Creams
Experiential LGBT Travel Services
Free 2018 Report & eBook
Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book.
Our Research Methodology
This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.
Consumer Research in Second Life
- By: irenescoDec 28, 2007