Description: In the real world, an advertiser can usually identify the recipient of a persuasive But in virtual worlds individuals are free to experiment with different identities; and it is not at all uncommon for veteran residents to have more than one For example, some people have one avatar that they use for work-related activities and another they inhabit to cruise They can alter their appearance, age, gender, or even choose to take on a nonhuman may experiment with personas that are far from their real self, so it can be problematic to infer the true identity of an avatar using traditional visual We may think that we are speaking to a 35-year-old male engineer from Manchester, UK, when in reality we are conversing with a 52-year-old female hair stylist from Advertisers are often left to ponder a Zen-like question: “To whom do we market—the avatar or the ‘real’ person?” ...

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