Consumer Behavior

The JVWR, Volume 1, No. 2

Published: November 10, 2008

The editorial team for this issue includes:

Natalie Wood, Saint Joseph’s University, Philadelphia

With so many people making the virtual leap many marketers are eager to join them and stake their claim in this new landscape. Unfortunately for many their efforts have failed to live up to expectations and they have since withdrawn.

So what, do we need to do differently in virtual worlds than we do in the real world in order to achieve success? In this issue we aim to stimulate dialogue by exploring what, if any, differences exist between real world and virtual world consumer behavior.

Topics addressed include body image, virtual goods and brand value.

Original call: CFP: Consumer Behavior in Virtual Worlds

Issue Editor′s Corner

Editor′s Introduction

Natalie Wood

Peer Reviewed Research Papers

Consuming Code: Use-Value, Exchange-Value, and the Role of Virtual Goods in Second Life

Jennifer Martin

Virtual World Affordances: Enhancing Brand Value

So Ra Park, Fiona Fui-Hoon Nah, David DeWester, Brenda Eschenbrenner, Sunran Jeon

On the Relationship between My Avatar and Myself

Paul R Messinger, Xin Ge, Eleni Stroulia, Kelly Lyons, Kristen Smirnov, Michael Bone

The Social Construction of Virtual Reality and the Stigmatized Identity of the Newbie

Robert E. Boostrom, Jr.

The “New” Virtual Consumer: Exploring the Experiences of New Users

Lyle R Wetsch

Research Papers

Ugly Duckling by Day, Super Model by Night: The Influence of Body Image on the Use of Virtual Worlds

Enrique Becerra, Mary Ann Stutts

Symbolic and Experiential Consumption of Body in Virtual Worlds: from (Dis)Embodiment to Symembodiment

Handan Vicdan, Ebru Ulusoy

Demographics of Virtual Worlds

Jeremiah Spence

“Think pieces”

Surveillance, Consumers, and Virtual Worlds

Douglas R Dechow

Second Life and Hyperreality

Michel Maffesoli

Having But Not Holding: Consumerism & Commodification in Second Life

Lori Landay

Metaverse: A New Dimension?

Yohan Launay, Nicolas Mas

Virtual Worlds Research: Global X Local Agendas

Gilson Schwartz

Real Virtual Worlds SOS (State of Standards) Q3-2008

Yesha Sivan