Table of Contents
Introduction: Virtual Social Identity, Michael R. Solomon, Natalie T. Wood; Part 1 The Virtual Experience; Chapter 1 I, Avatar, Robert V. Kozinets, Richard Kedzior; Chapter 2 For a Better Exploration of Metaverses as Consumer Experiences, Leila El Kamel; Part 2 Consumer Behavior in Virtual Worlds; Chapter 3 Interaction Seeking in Second Life and Implications for Consumer Behavior, Christian Hinsch, Peter H. Bloch; Chapter 4 I Don’t Know You, But I Trust You, James E. Brown, Tracy L. Tuten; Chapter 5 Social Interaction with Virtual Beings, Kathy Keeling, Debbie Keeling, Antonella de Angeli, Peter McGoldrick; Chapter 6 Personalized Avatar, David Crete, Anik St-Onge, Aurelie Merle, Nicolas Arsenault, Jacques Nantel; Chapter 7 The Sacred and the Profane in Online Gaming, Jeff Wang, Xin Zhao, Gary J. Bamossy; Part 3 Avatar Creation and Appearance; Chapter 8 Finding Mii, J. Alison Bryant, Anna Akerman; Chapter 9 Me, Myself, and My Avatar, Youjeong Kim, S. Shyam Sundar; Part 4 Person Perceptions in Virtual Worlds; Chapter 10 Effects of Ethnic Identity and Ethnic Ambiguous Agents on Consumer Response to Websites, Osei Appiah, Troy Elias; Chapter 11 Ethnic Matching, Yuliya Lutchyn, Brittany R.L. Duff, Ronald J. Faber, Soyoen Cho, Jisu Huh; Chapter 12 Mirror, Mirror on the Web, Melissa G. Bublitz, Craig C. Claybaugh, Laura A. Peracchio;