1. REAL WORLD Demographic VIRTUAL WORLD Demographic Mike Smith Male - 25 years old - Single Comes from middle class family Marketing Degree from SDSU Currently works for the San Diego Chargers doing marketing and public relations Screen Name: Chargers4Life M – 21, Tells people he’s a Chargers QB. Wears jersey in virtual world. Chargers seem to be his life 1.5mil/year income REAL WORLD TARGET PROFILE for V-WORLD EXPERIENCE (Ch.7)

2. REAL WORLD Psychographic VIRTUAL WORLD Psychographic Enjoys the outdoors (sports, beach). Parties a lot but works hard. Charmers/ladies man, very social Structural Relation of Motivation: In the “achievement” pie slice, however, close to “power” Very much into football and the chargers. His life revolves around it. Played football in HS and College (promising career) but had an injury. Virtual world is a way for him to live out his dream that he lost. AIO: Activities - Work, Hobbies and Social Events; Interests – Job, Recreation, Achievements; Opinions – Himself, Business, Education Structural Relation of Motivation: Security – he is seeking something that he lost AIO: Activities - Work, Hobbies and Social Events; Interests – Recreation, Achievements; Opinions – Himself, Business, Education VALS – In the Strivers diamond, however, he is in the stage of his life where he is making a transition to Achievers. VALS – In the Strivers diamond, possibly close to believer 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 Age 21: Male: Location CA: Income 1.5Million; Q.B. for Chargers “Football Sessions” -- NFL Apparel -- Personal Trainer/Gym -- Practice field -- Fan club This would be an opportunity to physically relive his “glory days”

4. VIRTUAL-WORLD TARGET PROFILE for V-WORLD BRANDS (Ch.7) VIRTUAL PROFILE PSYCHOGRAPHICS VIRTUAL BRANDS PURCHASED/USED Structural Relation of Motivation: Security – he is seeking something that he lost AIO: Activities - Work, Hobbies and Social Events; Interests – Recreation, Achievements; Opinions – Himself, Business, Education VALS – In the Strivers diamond, possibly close to believer Motivation: Mike’s motivation for creating this virtual profile is based on the premise that he was never able to reach his potential. For many reasons he is disappointed that he was never able to become an elite athlete. Beliefs: Upper class Americans have better, happier lives. They have reached their full potential and have worked harder in life. Values: This is the bottom line, Mike values money and the image it brings along with it. All Inclusive Sports and Health Club. This product would allow him to have an elite feel that he could have had as a profession athlete. Membership would be expensive and very exclusive. It would include health treatments, dinners, child day care, athletic lessons and so on. Top Brand Sports Equipment To further perpetuate his upper class image, only the best brand named sports clothing, equipment and shoes would be worn.

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 Wishes that he could go back and somehow fix his injury. No more worries, free and loves being part of the “game” again. Security Not too worried about anything, may be already trying to save for an early retirement. Testing life, living as though he is already retired, with the feeling of being financially secured. Social-Emotional Loves to get out and publicize his work, loves being center of attention & very social. Happy he can reach and influence as many people as he can on different “playing Fields.” Psychological – Actualization Is afraid of being turned down/thinking he is old news, so strays away from playing field. Ecstatic about being the invincible player, so goes all out head to toe in NFL gear (apparel). Other ($, Image, New, Pleasure, etc.) Loves to work, wants to make as much money as possible, optimistic Portrays himself as being “All that!”, spends money freely.

6. REAL WORLD VS. VIRTUAL-WORLD PROFILE “CHANGE” MOTIVATION (Ch.8) DEMO.GEO.PSYCHO. Real World Profile Single – White Male. 25 y/o – 60k/year income San Diego – Close to the beach because it fits his lifestyle Striver who is making a transition to Achiever as he moves forward in life. V-World Change Motive 21 – Athletic QB on SD Chargers Motive: Mike Smith was very disappointed from his injury in football and feels as if he has lost a part of him. This v-profile allows him to relive it on different terms San Diego – No need for change Striver, he wishes to be the person that he could have been.

7. REALWORLD & V-WORLD PROFILE KNOWLEDGE - “ABILITY” (Ch.10) BeliefsFeelingsAttitudes Real World Profile Life has a taste of sports and parties, but he also believes in hard work. Direct connection with work and lifestyle. Positive appeal to social events and work, as well as achievements Virtual World Profile (“If New”) Life is about football and the Chargers. This is pretty much all that matters to him. Emotional connection with his dream of being a football player – the dream he had lost. Positive appeal of “being” a famous football player.