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September 09, 2007

CALL FOR PAPERS: 27th Annual Advertising and Consumer Psychology Conference

メモ。2008年5月1~2日に米フィラデルフィアで開催される「The 27th Annual Advertising and Consumer Psychology Conference」のテーマは「Virtual Social Identity and Consumer Behavior」。ただいま論文募集中。締め切りは2007年12月15日。

いよいよ心理学の人たちが本格的に。

広告と消費者心理、だけどいろいろな分野の研究を歓迎、だって。ただし、心理学と関係づけたほうが採択の可能性が高い、とある。いろいろ組み合わせないとだめな領域なんだろうな。

ありうるテーマの例として挙げられてるのはこんな領域。

Avatars, the Self, and Attitude Change
- What does the consumer’s choice of his or her own avatar tell us about self-concept and role identity – especially since visitors often create multiple avatars to “experiment” with different identities?
- How important is it for visitors to be able to customize the avatars they encounter in advertising so that they control the image that speaks to them about its products?
- How effective are avatars as sources of marketing communications?
- What physical dimensions influence the consumer decision-making process when shoppers encounter avatars that represent RL organizations? Should a company’s “spokes-avatar” be modeled after a real person (perhaps the viewer herself)? A celebrity? A fantasy figure?
- How will the explosion in consumer-generated marketing communications now being posted in CMEs (including YouTube, Second Life and elsewhere) influence the process of attitude change and strategic communications decisions?
- How does the phenomenon of “presence” (the term communications researchers use to refer to the level of immersion in a virtual social environment) relate to flow states and high involvement situations documented in consumer research?

Virtual Influence and Decision Making
- What are the implications for information diffusion as consumers increasingly turn to CMEs for information about new products or to read other consumers’ reviews of these products?
- Can consumer researchers construct and populate virtual laboratories that will allow them to simulate RL decision-making contexts and better understand how heuristics, contextual cues, information displays and other variables will impact consumer behavior both offline and online?
- Can avatars’ conversations with one another, either in pairs or in groups, be a valuable starting point for buzz-building and word-of-mouth marketing campaigns?
- How will the growth in CME participation affect social interaction patterns such as dating?
- To what extent do consumers in CMEs participate in risk-taking behavior, and what implications does this have for RL?
- What are the implications for adolescent socialization, or for the ability of children to distinguish reality-based cues from fantasy?
- What are the ethical implications of the increasingly common practice of misrepresentation whereby companies pay individuals to promote their products on websites while masquerading as “ordinary” surfers?

Virtual Culture and Economies
- What is the potential of online prediction markets (like The Hollywood Stock Exchange) to improve researchers’ and practitioners’ ability to forecast consumer trends?
- How will norms regarding social etiquette, cheating, and gift-giving transfer to CMEs?
- What are the implications for cross-cultural consumer behavior as CME residents increasingly are able to interact with fellow avatars (and companies) from around the world?
- How will the integration of avatars on other internet platforms influence consumer behavior on e-commerce websites?

仮想世界も予測市場も入ってる。念のためだが、「CME」ってのはcomputer-mediated environments。ネット環境一般みたいなあたりを指すことのほうが多いと思うけど、ここでは特に仮想世界環境を念頭においてるらしい。なんか面白そう。連休期間、だよなぁ。

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