Articlehybrid2023

The Metaverse: A new digital frontier for consumer behavior

403 citations0/0 files storedJournal of Consumer Psychology

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Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Abstract This work offers a multidisciplinary perspective on the Metaverse, focusing on its potential implications for consumer behavior. We begin by proposing a conceptualization of the Metaverse as being uniquely defined by the convergence of five key elements—it is digitally mediated, spatial, immersive, shared, and operates in real‐time. We then discuss how these components might collectively alter our understanding of consumer behavior in three domains: consumer identity, social influence, and ownership. We conclude by outlining an agenda for future research to help broaden our understanding of the Metaversal marketplace and its impact on consumer behavior. This work serves as a starting point to characterize a shift that is unfolding in the marketplace and to consider, through a consumer behavior lens, the numerous changes it may bring.

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References

2023The Presentation of Self in Everyday Life 1988Possessions and the Extended Self 1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 1985Mental Accounting and Consumer Choice 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1999Mental accounting matters 2015Exposure to ideologically diverse news and opinion on Facebook 2000When choice is demotivating: Can one desire too much of a good thing?

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