Sonja Prokopec

If you build it will they come?--An empirical investigation of consumer perceptions and strategy in virtual worlds

There is increased interest in, and accelerating technological development of, internet-based persistent three-dimensional (3D) virtual environments. The applications of these ‘virtual worlds’ are growing in the fields of entertainment and information assimilation such as virtual real estate, brand building, and marketing. Such applications could, in time, lead to serious economic and business transformation. However, there is a lack of empirical work examining differences between virtual worlds and traditional virtual channels such as websites, and suggesting effective entry strategies for organizations that seek to leverage their presence in virtual worlds. This paper attempts to provide a starting point for such a discussion. Results from our qualitative and quantitative analysis indicate that there is a significant difference in perceptions of trust, product diagnosticity, informativeness, and product descriptions between websites and virtual worlds. Results also suggest that organizations need to employ a synergy strategy when marketing experience goods in virtual worlds.

Resisting That Triple-Chocolate Cake: Mental Budgets and Self-Control

This research examines whether mental budgets, defined as self-specified allowances for behaviors, can help with self-control. We theorize that mental budgets will lead to greater self-control when the avoidance aspects of the behavior are made salient and when the decision context allows easy monitoring of ones own behavior. Study 1 finds that mental budgets help reduce consumption of indulgent products when avoidance aspects of the behavior are made salient. Study 2 finds that even when avoidance aspects are made salient, mental budgets are effective only when option information enables monitoring of ones choices relative to the budget. Study 3 finds that external reference points (a feature of both studies 1 and 2) play a critical role in reducing consumption. Study 4 extends the findings from studies 1 and 3 and finds that mental budgets are effective in enhancing self-control if the person also has a high chronic prevention focus. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..