Blurring the Boundaries between Real and Virtual: Consumption Experiences and the Self Concept in the Virtual World

Markos, Ereni; Labrecque, Lauren
January 2009
Advances in Consumer Research;2009, Vol. 36, p884
Academic Journal
The article analysis the factors that drives virtual consumption and how it play out and influence consumption in the real world and explore Second Life (SL) both inside and outside of the virtual world. The findings of the study indicate that one can live out desires in SL because it provides the opportunity to explore the user's creativity. It notes that in virtual world, gender, ethnicity, and other aspects of self would be looked into.


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