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EnglishVirtual 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) |
File in questo prodotto:
http://hdl.handle.net/10808/945
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