Factors Affecting Response Accuracy in Virtual Worlds

Francesco Massara, IULM University, Italy
Thomas Novak, University of California, Riverside, USA
Response accuracy for a low-elaboration recognition task is proposed to be a function of survey context (virtual world vs. Web survey) and survey content (visual vs. text), with moderating roles of consumer motivation (immersion, social and achievement) and of characteristics of virtual world environments (sensory experience, social networking, and virtual economy). A series of four experiments will use a signal detection task fielded within Second Life and within a standard Web browser survey to test four hypotheses regarding response accuracy, with implications for advertising and consumer learning in virtual worlds.
[ to cite ]:
Francesco Massara and Thomas Novak (2009) ,"Factors Affecting Response Accuracy in Virtual Worlds", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 902-902.