REAL WORLD TARGET PROFILE for
V-WORLD EXPERIENCE (Ch.7)
REAL WORLD
Demographic (Carlos
Chavez)
VIRTUAL WORLD
Demographic (Rico)
• Lives with family
• Hispanic
• Suburban home
• University student
• 6’ tall, 180 lbs.
• fit physique (muscular build)
• Hispanic
• 25 yrs old
• drives convertible Ferrari
• works in college library part-time
• 5’ 8”, normal build (about 145 lbs)
• Comp Sci. major
• member of chess club
• religious (Catholic)
• entrepreneur/investor
• urban NYC penthouse (owns)
• income: $1million+ per year
• member of a gym
• Non-religious (Agnostic)
• wears glasses
• drives ’91 Ford Escort
• income: less than $15,000 per yr.
• Generation Y
• Internet/computer savvy
• single; no children
• born in U.S.
• Generation Y
• Harvard graduate
• 21 yrs old
REAL WORLD TARGET PROFILE for
V-WORLD EXPERIENCE (Ch.7)
REAL WORLD
Psychographic
VIRTUAL WORLD
Psychographic
• Tech savvy
• “nerdy” lifestyle
• shy personality
• enjoys computer games
• Activities: Dungeons & Dragons
• Confident personality (risk-taker)
• Thrill-seeker
• concerned with status symbols (i.e. luxury
cars, jewelry, expensive suits, etc.)
• courageous, ambitious, independent
• not loyal (not into monogamy)
• recluse (likes being “boring”)
• has difficulty meeting people (especially
women)
• loving, obedient, polite
• conformist nature
• thinks he’s superior to others
• hedonistic values (seeks fun and pleasure)
• upper-class lifestyle
• extroverted (outwardly motivated)
• easily manipulated
• introverted (inwardly motivated)
• low self-confidence
• respectful to others
VIRTUAL-WORLD TARGET PROFILE for V-WORLD BRANDS (Ch.7)
VIRTUAL PROFILE
DEMOGRAPHICS
• Health conscious
• Exercise conscious
• Income
• New York lifestyle
• Income; entrepreneur/investor
VIRTUAL BRANDS
PURCHASED/USED
• GMC products (vitamins, protein, sports
drinks, etc.)
• Healthy food brands (i.e. Kashi)
• Nike/Underarmor apparel
• Rolex/Movado watches and jewelry
• NY taxi service
• Gucci/Armani suits, shoes, accessories
(sunglasses)
• International cuisine
• BMW, Ferrari, Lexus, Audi
• Black American Express card
VIRTUAL-WORLD TARGET PROFILE for V-WORLD BRANDS (Ch.7)
VIRTUAL PROFILE
PSYCHOGRAPHICS
• thrill-seeker personality
• Status oriented; upper-class lifestyle
• Hedonistic values
• Status oriented; upper-class lifestyle
VIRTUAL BRANDS
PURCHASED/USED
• Exotic getaways (safaris, Caribbean
cruises, sky diving)
• Rolex, Armani, Macintosh, Lexus,
shops at Gelson’s Market
• Fredericks of Hollywood
• VIP night club tickets
• Black American Express card
REAL WORLD & V-WORLD PROFILE MOTIVATIONS - “Will” (Ch.8)
MOTIVE
Real World
MOTIVES
For Creating
VIRTUAL AVATAR
Find Virtual
mate/companion
Virtual World
MOTIVES
For Consuming
VIRTUAL BRANDS
Keep attractive
physique/
Attract a mate
Security
Safety of own home
Social-Emotional
Upper class
appearance
Gain self assurance
with tangible assets/
no risk involved
Maintain status/ feel
envied by others
Psychological –
Actualization
Increase selfesteem, try out an
extravagant lifestyle
Other
($, Image, New,
Pleasure, etc.)
Unlimited spending,
superior image,
exclusive brand
quality
Physical
Gain superiority,
Become
“somebody”
Brand choices
reflect level of
success and status
REALWORLD & V-WORLD PROFILE KNOWLEDGE - “ABILITY” (Ch.10)
Beliefs
Real World
Profile
Virtual
World
Profile
(“If New”)
•Low Self-Esteem
•Help others
•Enjoys being
alone
-Confident
-Very social
-Courageous
-Hedonistic
-Bigger is better
Feelings
•Compassionate
•Respectful
•Hesitant
•Doubtful
•Depressed
-Selfish
-Proactive
-boastful
-Ambitious
Attitudes
•Passiveaggressive
•Agreeable
•Follower
attitude
-Professionallyintimidating
-Argumentative
-Flashy
-Extrovert