You might think that each time you inhabit your World of Warcraft character, or Second Life avatar, you are escaping reality and being creative.
Truth is, you are doing neither.
By looking at an avatar’s physical characteristics, researchers now say, marketers “can form accurate personality impressions about targets.”
(“Targets,” in case you were wondering, are those individuals being targeted to receive advertising messages.)
From an announcement:
The findings support the premise that real-life companies that intend to expand to virtual worlds can use member avatars as a proxy for member personality and lifestyles. As a future research direction, avatars and other consumer-generated media could be used as the basis for targeting and segmentation of online consumers.