Slide 1Slide 2Slide 3Slide 4Slide 5Slide 6Demographic Geographic Psychographic*Youth (6 – 18)*Gen X*Social Class*Income*Single Male ? *NOT - Gender*City Savvy*Rural Seekers*Industrial & Emerging Countries*Techno-Philes*Innovators & Early adopters*Profess Escape*Family ActivityREAL WORLD TARGET PROFILE for V-WORLD EXPERIENCE (Ch.7)VIRTUAL-WORLD TARGET PROFILE for V-WORLD BRANDS (Ch.7) V-BRANDS DEMO. GEO. PSYCHO.Savanah’sV-Hotel 5-star*Age (17–30)*Married w/o children*High Disp $*Distant – Urban/Metro*Shop in upscale retail outlets*Outdoor activityVIRTUAL-WORLD TARGET PROFILE for V-WORLD BRANDS (Ch.7) V-BRANDS DEMO. PSYCHO.MotoV-Cell(High-end)*Double Income H-Holds*Occupation – Business*Education*Internet access & use-time*Busy People & Multi-taskers*Music downloaders & LoversREAL WORLD & V-WORLD PROFILE MOTIVATIONS - “Will” (Ch.8) Motive Real World(V-Experience)V-World(Moto V-Cell)Physical *Physically Challenged*Mobility*Hearing/Sight*TouchSecurity *Safer/secure Virtual*Contact*Notify othersSocial-Emotional*Networking & entertainment V-experience*Networking*EntertainmentPsychological –Actualization*Idealized experience*Community or health servicesOther($, Image, New, Pleasure, etc.)*V-image status*New pleasure*Fad/PopularityREAL WORLD VS. VIRTUAL-WORLDPROFILE “CHANGE” MOTIVATION (Ch.8)DEMO. GEO. PSYCHO.Real WorldProfileIncomeAgeRural VALS 2 “Survivors”& “Innovators”V-WorldChangeMotiveClass Social Image & $Urban – Social AcceptanceDesirability&ExplorationREALWORLD & V-WORLD PROFILE KNOWLEDGE - “ABILITY” (Ch.10) Beliefs Feelings AttitudesReal WorldProfile“Va l i d” judgments about self, others, world, objects, and relationships “Vivid” emotions of positive and negative affect toward subject, setting & object“Ve rified” evaluation of person, place, product, or processVirtual World Profile(“If New”)In-Validated without experience or empathyNon-Vivid without experience or empathyUn-Verified without experience or
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