1. REAL WORLD Demographic VIRTUAL WORLD Demographic Juan Lopez Male, Hispanic, 55, Low Income Married, 4 children & 5 grandchildren No education, East Bakersfield, Homeowner Construction worker Jason Smith Male, White, 30, High Income Single, No children, MBA Mkt Stanford Newport Beach, Homeowner REAL WORLD TARGET PROFILE for V-WORLD EXPERIENCE (Ch.7)

2. REAL WORLD Psychographic VIRTUAL WORLD Psychographic Catholic-attends regularly Beer belly, good father/grandfather Hobbies: watching soccer games on weekends Social events: enjoys BBQ’s with neighbors and family Food: enjoys traditional Mexican food Fashion: simple attire Politics: opinions are more in line with Democrats believes and opinions Education: basic education, however interested in gaining more knowledge and skills Immigrated to US, drives pick-up truck Saves aluminum cans, Levis, Bud Light Catholic-attends sometimes Good shape, ladies man Hobbies: golf Social events: Enjoys attending social events, including community events. Food: enjoys diverse foods, and does not limit himself to Mexican food Fashion: expensive, custom attire Politics: Strong Democrat Education: Education is essential to success US born, CEO of Anheuser-Busch, 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 Jason Smith Male, White, 30, High Income Single, No children, MBA Mkt Stanford Newport Beach, Homeowner US born, CEO of Anheuser- Busch, Wears custom tailored clothes Porsche Rolex Health foods (4-5* restaurants) Drinks expensive Wine & DosXX Beer Tailored Suits Custom order everything Lives in Beach house

4. VIRTUAL-WORLD TARGET PROFILE for V-WORLD BRANDS (Ch.7) VIRTUAL PROFILE PSYCHOGRAPHICS VIRTUAL BRANDS PURCHASED/USED Attends Catholic Church (irregularly) Good Shape Ladies Man Well Groomed Tan Confident Tall Goes to the gym Expensive jewelry Flowers Expensive cars High-end hair salons Expensive Wardrobe Cologne High-end electronics Premium wines + liquors

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 Looks Health To uphold image/status Security Great job Security System, 401K, Insurance Social-Emotional Single life Freedom to do as he pleases. Responsibility(to provide is overwhelming) To maintain single status. Make every effort to maintain high class status Psychological – Actualization Success Actualization (wants to live out dream life) To be known/recognized. Affirmation of status Other ($, Image, New, Pleasure, etc.) AdmirationLive a fun and eventful life.

6. REALWORLD & V-WORLD PROFILE KNOWLEDGE - “ABILITY” (Ch.10) BeliefsFeelingsAttitudes Virtual World Profile (“Group #3”) Could have had it all had he only gone to school. Religiously he is still catholic, however no longer sees a need to go to church to confirm his beliefs. Wanting to feel like a more successful person. Strongly believes that success is earned. Feels he needs an online partner that can relate to his strides towards perfection. He is still the same person, just more flamboyant and extraverted. Will only give to charities such as the treatment for cancer – not to beggars on the side of the road