Do Avatars
Dream About
Virtual Sheep
CB1_Group 5
Table of contents
01
Introduction
02
Discuss Questions
03
Lessons learned
AVATAR!
…play an important role in the marketing process of brands?
MORE THAN 1 BILLION
Using avatars
About Sitepal: a talking avatar platform
→ Researches show that profile pictures can
The time people spend in the virtual world increase user satisfaction with Web sites and
affects how they learn about brands and it influence purchases.
can affect their relationship with brands in
the real world.
About Fitle: developing a three-dimensional
In The Sims 4: the game simulates the real system that allows consumers to create
world avatars.
- Some avatars look a lot like them in → Collecting data on how consumers learn
the real world. about different brands of clothing and how
- The others choose an avatar that they fit with them.
represents who they want: imaginary
creatures or even individuals of the
opposite sex,...
→ Through daily activities (dressing, The development of avatars: developing the
shopping, events,...), marketers will analyse use of avatars in online meetings and learning,
consumer behaviour through avatars to encourage them to create their own avatar so
better understand how consumers learn they can be comfortable with themselves...
about brands.
Q1: How might classical conditioning operate for a
consumer who visits a new tutoring Website and is
greeted by the Web site’s avatar who resembles
Albert Einstein?
-> Classical Conditioning
● Recognizable Face
● Motivation and Life Achievement in scientific
world
● Create miles reliable
QUESTION 2:
BEHAVIOUR CONSEQUENCE
- Freedom
- People can represent their
- Want themselves has a better version
appearance a lot like them in reality or
in the virtual world because they can
they would like to be in virtual world.
not change anything in real life.
- They use the best version of
themselves to explore the world,
experiences the world with another
avatar.
QUESTION 2:
AFFECT THE
GREAT
REAL LIFE
LOOk they could perform this behavior
more frequently because the
The version that they
outcome is positive
desired
01 02 03 04
COMPLIMENT To sum up
Over time, consumers come to associate
In the virtual world with something, someone that reward
them and to choose products that make
them feel good or satisfy some need.
QUESTION 3:
Customers will develop associative networks
based on their avatar's experience since it
reflects the person they aspire to be.
Avatar is totally different from other
shopping experience because:
● It improves the customer's online
experience in establishing the perfect
match for clothing
● It enables the consumer to create an
avatar with a virtual representation and
create virtual wardrobes.
These networks impact the consumer 's ability to
organize and retrieve information that they have
learned.
For Example:
Living Actor Presenter
Living Actor Presenter is a piece of software
that will generate an animated talking avatar
from your own text and/or audio file.
Q4: There are many ways in which firms have used avatars to help influence
consumer attitude and behaviours. One of them is the use of
spokes-character Mickey Mouse from Disney. What behaviours may have
been influenced by conditioning through the Mickey Mouse character, which
you could observe from different campaigns/ promotional activities that
Disney introduced? Explain.
Mickey Mouse
● The most popular character of Walt Disney’s
animated cartoons and one of the most
recognizable fictional characters.
● Funny, humorous, friendly.
=> Appeal to children with positive attitudes.
BEHAVIOURS & CAMPAIGNS
Children enjoy and feel excited at People come to Disneyland more thanks to Mickey
merchandise/tunes related to Mickey Mouse: Mouse’s birthday campaigns: including free gifts,
clothes, backpacks, notebooks, etc. (Classical discounts and special parades. (Operant
conditioning) Conditioning)
Lessons learned
Marketers need to know how to exploit, analyse
and distil data from the avatar of consumers to
Marketing use as a database in the marketing process.
Avatars of famous products have a certain
degree of influence on consumers' perceptions,
Consumers attitudes and purchasing behaviour.
Marketers should not only know knowledge
about this field, but also need to learn many
Digital other areas: typically information technology,…to
Marketing have more chances of success in the future.
Thanks for
listening!
