Consumer Behavior[MKTG 301; FALL 2K9; Dr. Carter]*** Virtual World Avatar Scenario ***[Chapters 7, 8 & 10]The virtual world customer profile exercise we are engaged in to learn “IndividualConsumer Influence” concepts will be aided by a short scenario to illustrates eachcharacter’s motivations (ch. 8) and beliefs (ch. 10). Simply use the scenario below todirect the motion of your group’s virtual avatar through a series of interactions.Afterwards, we will see how marketers validate the unseen aspects of customeridentity by monitoring and observing actual interactions, not just reportedresponses, regarding motivation and beliefs/feelings/attitudes.________________________________________________________________________THREE LADIES & A MALL:The Behaviors and Brands that Build RelationshipsYour LADY longs for the joy of shopping to fit her extrinsic attributes (demographic, geographic, psychographic/lifestyle) and fulfill her intrinsic aspirations (motivations, beliefs, feelings, attitudes). This scenario will allow you to describe how your “shopping shero” perceives herself, her surroundings, and those she encounters (e.g., sales people, social acquaintances, etc.) as she proceeds to “shop‘til she drops.” SCENE 1:Shopping Spree:a) Who will accompany her?b) How will she/they be transported?c) Which stores will she/they frequent?d) Which items will she browse, select, try on, or buy?e) What others services and amenities will she/they partake of at the mall?f) Who will she/they meet?g) How much will she/they spend?SCENE 2:Showing the Goodsa) What types of places and activities are frequented to enjoy purchased merchandise/services? (home, social, work, etc.)b) Who participates and is present at these places/activities?c) What types of conversations take place related to items/services purchased?d) How are the activities changed by the purchased items/services?SIZING THE SITUATIONSHow did demographics, psychographics, motivation, and beliefs/feelings and attitudes impact the initial and closing aspects of each Scene? Be sure to specify reasons for each rating based on actual avatar characteristics and interactions.Scene 1: Demographics: low …. medium …. high Psychographics: low …. medium …. high Motivation:- Physical low …. medium …. high- Safety low …. medium …. high- Social/Emotional low …. medium …. high- Esteem/Psychological low …. medium …. high- Self Actualization low …. medium …. High- Other: -- Image, $$$, Novelty low …. medium …. high Beliefs (general thoughts/views): low …. medium …. high Feelings (emotional liking): low …. medium …. high Attitudes (object anchored evaluation): low …. medium …. High-- Valence (+, --, 0)-- Extremity (intensity/strength; low, medium, high)Scene 2: Demographics: low …. medium …. high Psychographics: low …. medium …. high Motivation:- Physical low …. medium …. high- Safety low …. medium …. high- Social/Emotional low …. medium …. high- Esteem/Psychological low …. medium …. high- Self Actualization low …. medium …. High- Other: -- Image, $$$, Novelty low …. medium …. high Beliefs (general thoughts/views): low …. medium …. high Feelings (emotional liking): low …. medium …. high Attitudes (object anchored evaluation): low …. medium …. High-- Valence (+, --, 0)-- Extremity (intensity/strength; low, medium,
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