Virtual worlds are emerging online environments that are beginning to be leveraged as a platform for consumer and marketing research. We compare the accuracy of responses obtained in virtual worlds with responses collected from traditional web-based research. We hypothesize that under certain conditions, data collected within a virtual world environment will generate more accurate responses than surveys administered through traditional Web browsers. We focus on low elaboration recognition tasks involving visual and text-based stimuli, and on how consumer motivational and characteristics of virtual worlds moderate accuracy on these tasks.
Factors Affecting Response Accuracy in Virtual Worlds, 2009-11.
Autori: | |
Titolo: | Factors Affecting Response Accuracy in Virtual Worlds |
Tipo: | proceedings abstract- abstract in atti di convegno, pubblicato |
Lingua: | eng |
Data di pubblicazione: | nov-2009 |
Serie: | ADVANCES IN CONSUMER RESEARCH |
Pagina iniziale: | 902 |
Pagina finale: | 902 |
Numero di pagine: | 1 |
Nazione editore: | US |
Luogo di pubblicazione: | Duluth, Minnesota |
Editore: | Association for Consumer Research |
Keywords: | Mondi virtuali; accuratezza nelle risposte; stimoli visivi; stimoli testuali; elaborazione per immagini; elaborazione di parole |
Keywords: | Virtual worlds; response accuracy; visual stimuli; text stimuli; imagery processing; discoursive processing |
Abstract: | Virtual worlds are emerging online environments that are beginning to be leveraged as a platform ...for consumer and marketing research. We compare the accuracy of responses obtained in virtual worlds with responses collected from traditional web-based research. We hypothesize that under certain conditions, data collected within a virtual world environment will generate more accurate responses than surveys administered through traditional Web browsers. We focus on low elaboration recognition tasks involving visual and text-based stimuli, and on how consumer motivational and characteristics of virtual worlds moderate accuracy on these tasks. |
Citazione: | Factors Affecting Response Accuracy in Virtual Worlds, 2009-11. |
Appare nelle tipologie: | 4.03 Abstract in atti di convegno (pubblicato) |