1. REAL WORLD Demographic (Carlos Chavez) VIRTUAL WORLD Demographic (Rico) 21 yrs old 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 REAL WORLD TARGET PROFILE for V-WORLD EXPERIENCE (Ch.7)

2. 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 REAL WORLD TARGET PROFILE for V-WORLD EXPERIENCE (Ch.7)

3. VIRTUAL-WORLD TARGET PROFILE for V-WORLD BRANDS (Ch.7) VIRTUAL PROFILE DEMOGRAPHICS VIRTUAL BRANDS PURCHASED/USED Health conscious Exercise conscious Income New York lifestyle Income; entrepreneur/investor 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

4. VIRTUAL-WORLD TARGET PROFILE for V-WORLD BRANDS (Ch.7) VIRTUAL PROFILE PSYCHOGRAPHICS VIRTUAL BRANDS PURCHASED/USED thrill-seeker personality Status oriented; upper-class lifestyle Hedonistic values Status oriented; upper-class lifestyle 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

5. REAL WORLD & V-WORLD PROFILE MOTIVATIONS - “Will” (Ch.8) MOTIVE Real World MOTIVES For Creating VIRTUAL AVATAR Virtual World MOTIVES For Consuming VIRTUAL BRANDS Physical Find Virtual mate/companion Keep attractive physique/ Attract a mate Security Safety of own homeGain self assurance with tangible assets/ no risk involved Social-Emotional Upper class appearance Maintain status/ feel envied by others Psychological – Actualization Increase self- esteem, try out an extravagant lifestyle Gain superiority, Become “somebody” Other ($, Image, New, Pleasure, etc.) Unlimited spending, superior image, exclusive brand quality Brand choices reflect level of success and status

6. REALWORLD & V-WORLD PROFILE KNOWLEDGE - “ABILITY” (Ch.10) BeliefsFeelingsAttitudes Real World Profile Low Self-Esteem Help others Enjoys being alone Compassionate Respectful Hesitant Doubtful Depressed Passive- aggressive Agreeable Follower attitude Virtual World Profile (“If New”) -Confident -Very social -Courageous -Hedonistic -Bigger is better -Selfish -Proactive -boastful -Ambitious -Professionally- intimidating -Argumentative -Flashy -Extrovert