Virtual Social Identity and Consumer Behavior

Explores consumer behavior in virtual worlds, and offers implications for marketers interested in working in these environments. This book offers insight into the largest and fastest growing group of users - kids and teens. It discusses the impact of virtual social identities on consumers, consumer behavior, and electronic commerce.

Introduction: Virtual Social Identity, Michael R. Solomon, Natalie T. Wood; Part 1 The Virtual Experience; Chapter 1 I, Avatar, Robert V. Kozinets, Richard Kedzior; Chapter 2 For a Better Exploration of Metaverses as Consumer Experiences, Leila El Kamel; Part 2 Consumer Behavior in Virtual Worlds; Chapter 3 Interaction Seeking in Second Life and Implications for Consumer Behavior, Christian Hinsch, Peter H. Bloch; Chapter 4 I Don't Know You, But I Trust You, James E. Brown, Tracy L. Tuten; Chapter 5 Social Interaction with Virtual Beings, Kathy Keeling, Debbie Keeling, Antonella de Angeli, Peter McGoldrick; Chapter 6 Personalized Avatar, David Crete, Anik St-Onge, Aurelie Merle, Nicolas Arsenault, Jacques Nantel; Chapter 7 The Sacred and the Profane in Online Gaming, Jeff Wang, Xin Zhao, Gary J. Bamossy; Part 3 Avatar Creation and Appearance; Chapter 8 Finding Mii, J. Alison Bryant, Anna Akerman; Chapter 9 Me, Myself, and My Avatar, Youjeong Kim, S. Shyam Sundar; Part 4 Person Perceptions in Virtual Worlds; Chapter 10 Effects of Ethnic Identity and Ethnic Ambiguous Agents on Consumer Response to Websites, Osei Appiah, Troy Elias; Chapter 11 Ethnic Matching, Yuliya Lutchyn, Brittany R.L. Duff, Ronald J. Faber, Soyoen Cho, Jisu Huh; Chapter 12 Mirror, Mirror on the Web, Melissa G. Bublitz, Craig C. Claybaugh, Laura A. Peracchio;