Online behavior


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Online behavior

  1. 1. Online Consumer Behavior:Anonymous Behavior<br />Kari Evans<br />
  2. 2. Anonymous Behavior<br />The anonymity of the online world enables consumers to behave differently than they do in the physical world<br />People act angry and threatening, such as cyberbullying1<br />People make overly personal revelations about themselves1<br />Psychological Reports researchers found that out of four groups of participants, only those in the anonymous group took part in antisocial behavior1<br />
  3. 3. Personas<br />Some users use the anonymity to take on various personas:<br />Actual self<br />Ideal self<br />Experimental self – try something they are curious about, i.e. the opposite gender<br />Fantasy self – something not possible in the physical world, i.e. wings and flying<br />Projected – be and maintain the identity of someone you idealize, i.e. perfect mother<br />
  4. 4. Multiple Personas<br />According to Gartner, users often create multiple, often anonymous, personas in order to control their environments and manage the flow of information2<br />Different personas allow the user to get past the stereotypes and expectations of the physical world and be different people in different online communities<br />
  5. 5. Why<br />Anonymity helps avoid prejudice due to age, race, gender or culture3<br />The user feels no social pressure or fear or judgment online<br />Anonymity allows users to express things they wouldn’t, or can’t, try in the physical world<br />
  6. 6. 6 Factors of Online Disinhibition4<br />According to John Suler, there are 6 factors that impact users’ online behavior:<br />Dissociative anonymity – users can conceal their identity and separate their online actions from those of the physical world<br />Invisibility – users cannot be seen or heard and therefore cannot give or receive non-verbal cues<br />Asynchronicity – users don’t have to process immediate feedback<br />
  7. 7. 6 Factors, cont.<br />Solipsistic introjection – users turn other online subjects into real characters within their mind<br />Dissociative imagination – see the online world as a type of game with different rules and expectations<br />Minimization of authority – everyone online has an equal chance to express themselves<br />
  8. 8. Lack of Anonymity5<br />While users are likely to find a site where they can be anonymous, this is becoming harder to do<br />Sites like Facebook require users to use their real names and encourage users to publicly express themselves across the web, inside and outside of their site<br />Users are being tracked by cookies, which may be able to be connected to their name<br />
  9. 9. Conclusion<br />Marketers need to adjust their marketing to sell to the various personas<br />Companies need to enable users to express themselves and allow the company to be part of the conversation<br />
  10. 10. References<br />1Mapes, Diane. “Anonymity Opens Up Split Personality Zone.” (2008)<br /><br />2Gonzalves, Chris. "MULTIPLE ONLINE PERSONAS: THE CHOICE OF A NEW GENERATION." Baseline 83 (2008): 18-19. Business Source Premier. <br />3 Seltzer, Richard. “Web Business Bootcamp.” (2002)<br />4Suler, John. "The Online Disinhibition Effect." CyberPsychology & Behavior, 7.3 (2004)<br />5 Anonymous no more. (2011). Economist, 398(8724), 8.<br />