Peter Nagy, Ph.D.

The rise of virtual influencers (VIs) in digital marketing channels, such as social media platforms and the metaverse, raises critical, under-researched questions about blame attribution to these digital entities and its subsequent impact on brand trust. Our research addresses this gap by applying the theoretical lens of mind perception to two studies using an experimental causal chain design approach. Study 1 revealed that consumers attribute higher mind perception to a human VI and consequently place more blame on them in negative scenarios compared to AI-powered VI. Additionally, we found that perceived mind perception was unaffected by the digital channel (social media versus metaverse). Study 2 demonstrated that brand trust diminishes more significantly when an AI-powered VI is blamed compared to a human VI. These insights contribute to understanding the psychological mechanism of blame judgement towards VIs, and highlight the importance for brands to consider the repercussions of using AI-powered VI.

Ranging from purchasing single digital items through bundles to packages that contain several digital objects under one umbrella, microtransactions represent an increasingly popular and yet controversial business model within many video games. A particularly interesting segment of digital content captures those purely cosmetic and esthetically oriented goods that do not provide users with concrete mechanical or technical benefits but are nonetheless valued and pursued by members of the gaming community. Building on in-depth interviews with a group of 20 active video game players residing in France, the present study explores variations in gaming styles and preferences, motivations to engage in cosmetic microtransactions, and perceived benefits associated with the consumption of cosmetic items in video games. We identified various key video game player motivations to engage in cosmetic microtransactions, including personal and achievement goals, social and belonging needs, prestige seeking and status signaling, and the pursuit of novelty. In contrast to the idea that cosmetic items do not hold value above and beyond their hedonic or esthetic appeal, our findings also indicate that even cosmetic items can offer perceived competitive advantages and benefits (e.g., becoming thinner, gaining latency time, or becoming less visible via acquiring certain digital clothes or armors in the game). Through these emergent themes and categories, we construct six video game player personas representing various needs, perceptions, and expectations concerning the valuation of cosmetic microtransactions. Last, we discuss how these findings can inform theory development and guide decision-making around game design.

Data Cartels is an exceptionally well-written and researched book that offers critical insights into how a few powerful companies can maintain their control over various information markets. It brings attention to the strategies and tactics data analytics and other tech companies commonly employ to obfuscate their business operations and practices. Lamdan does not only unmask these companies, but also offers concrete suggestions for how they could be better regulated. Despite what the tech industry wants us to believe, she shows us that we do not have to sacrifice our privacy, civil rights, and liberties for technological progress. In fact, it is vital to protect them from companies that misrepresent their services and use their lobbying power and influence to shield themselves from any responsibility and accountability while causing immense harm to various groups of people.

In this paper, we turn to the domestication theory to study what strategies users develop to appropriate social chatbots – dynamic algorithmic tools mimicking human interactions via large language models and scripted dialogue content. As an example, we use the case of Replika, a popular but controversial social chatbot designed to serve as companions, friends, and even romantic partners for millions of people. In 2023, Replika underwent a series of major fixes and algorithmic updates leading to significant changes in how it responds to users. Through analyzing posts from a popular Reddit community dedicated to Replika, we showcase that users developed various re-domestication strategies to come to terms with these changes. Our study illustrates that Replika should be understood as a quasi-domesticated object that constantly requires users to find new ways to re-integrate it into their lives. We conclude the paper by highlighting how our findings can inform communication research.

The current Special Issue is aimed at revisiting SCT and exploring how social comparison processes and mechanisms manifest in contemporary consumer culture. The articles featured in this Special Issue reflect a renewed scholarly interest in understanding how and why consumers compare themselves to others in offline and online settings. In addition to introducing these articles, our editorial also serves as a conceptual benchmark for the topic, offering insights into the past, present, and possible future directions of SCT and its potential for marketing and consumer research.

In this paper, we present findings from an exploratory qualitative study that investigated perceptions of science and scientists, which can shape how learners participate in narrative-based socioscientific digital media and hands-on activities. We examine how middle school learners conceptualize science and scientists’ roles through their possible selves and the way in which they express their interests. We present findings of interviews with middle school students who took part in digital media and hands-on science activities in a school science classroom. Our findings show that while there are variations in the ways that students perceive science and scientists, many students in our study are influenced by formal learning environments (e.g., school), and some students have difficulty making connections between informal and formal science activities. By examining learners’ heterogeneous perceptions of science and scientists, we identified students’ perceptions of the qualities of scientists, science responsibility, and science in daily life, along with ideas inspired by the activities we presented. In our discussion, we consider how the constructs of possible self and interest in science can enable students to engage in science and to think about science and scientists in more expansive ways. Lessons from this study can support middle school students in developing a positive scientist possible self and increase their interest in science.