Category / Creative, Digital & Cognitive Science

Consumer behaviour in virtual worlds

A prestigious journal has awarded two Bournemouth University (BU) academics the ‘Best Paper’ accolade for their work in the largely unstudied domain of consumer behaviour in digital virtual spaces, including video games, virtual communities and the web.

‘Concepts and practices of digital virtual consumption’, by BU’s Dr Janice Denegri-Knottand Dr Mike Molesworth, was among the most downloaded work published by Consumption Markets and Culture last year.

The paper examines digital virtual consumption (such as owning luxury cars in a video game), the relationship it has within the real material world and the appeal of consumption that is deprived of a material, physically tangible form.

Flying planes in a computer gameDenegri-Knott and Molesworth think of consumption on spaces like eBay, Amazon and World of Warcraft as somewhere between the consumers’ imagination and material consumption, and believe it is charged with transformative potential for its users.

Consumers can fulfil all sorts of daydreams, such as finding a designer dress on eBay, or performing the fantasy of being a powerful wizard. They don’t just look and ask ‘what might it be like’, but may ‘try on’ being an entrepreneur, someone with wealth, a collector, a trader, an advertiser, a criminal, a hero, a warrior, or many other ways of being.

Their roles are enhanced as the scripts available to them expand and can be tested within relatively small timescales. The digital virtual individual may be an avid collector one year, a warrior hero the next, and a successful entrepreneur the year after that. The video game player may be a successful criminal one week and a racing driver the next.

Denegri-Knott and Molesworth believe more emphasis is needed on the relationship between the virtual realm and the real-world and, as digital virtual consumption is largely unstudied, they propose an integrative view for further research.

“The paper was written in the spirit of mapping out potential avenues for research, and also to give us some kind of conceptual frame to make sense of consumption in emerging digital virtual spaces,” said Dr Denegri-Knott.  “We now have a body of work that looks at the way in which users consume through eBay, from which we have been able to draw some insights on the acceleration of consumer desire and the problems this creates. We now would like to develop the theme of transformative potential in digital virtual consumption; that is to see how consumers make sense of their experiences and how they integrate these into their everyday lives.”

The pair are also now researching the experience of owning digital virtual goods, in particular the ways in which consumers become attached to certain goods, and how they maintain their preferential stature.

Dr Denegri-Knott concluded: “We were both delighted and surprised to hear that our paper was so well received by the readers of the journal and by the judging panel.  This is a real achievement for the Emerging Consumer Cultures Group (ECCG).”

Using computational intelligence to develop predictive modelling that benefits organisations

Watch this excellent short video from BU’s Professor Bodgan Gabrys on the Computer Intelligence EU grant (INFER project) used to develop predictive modelling that’s applicable to multiple industries.

To see other BU videos on YouTube go to the BU YouTube page!

 

httpv://www.youtube.com/watch?v=8r5zGqCtVSc

RCUK Digital Economy theme: invitation to apply to participate in sub-theme workshops and networks

The EPSRC have recently announced a call for applications to participate in a number of workshops to develop research challenges and networks within the Digital Economy Theme:

 

Digital Economy Theme – The Research Councils UK Digital Economy (DE) Theme is supporting research to rapidly realise the transformational impact of digital technologies on aspects of community life, cultural experiences, future society, and the economy.

EPSRC leads the DE Theme on behalf of the partner research councils AHRC, ESRC and MRC, bringing together a unique community of researchers from diverse disciplines including computer science, engineering, social science, the arts and medical research; a combination of research and skills that coupled with user-led design will deliver impact.

Digital Economy Sub-Themes – The DE Theme has formed four ‘sub-themes’ to describe the research they support (further described at the end of this document):

  • Communities and Culture– As people interact more and more over the web, what might ‘community and culture’ mean within a digital society?
  • Sustainable Society– Digital technologies can be used to make services more sustainable and enhance current systems (economic, environmental and social), in a way that is accessible, affordable, bespoke and popular.
  • IT as a Utility– To realise the digital economy, digital infrastructure should be so simple, accessible and reliable it is invisible to the consumer.
  • New Economic Models – New business models in a digital economy will create a more flexible, dynamic, resilient and individual-centred economy for the UK.

EPSRC now wish to further develop these sub-themes, and so are seeking applications from interested researchers and users to attend a number of one-day workshops, to explore the opportunities and associated research challenges in these sub-themes and also to create a longer term network of researchers and users around the sub-themes.

Sub-theme Workshops and Networks – At the workshops attendees will consider the sub-theme remit and associated DE Theme portfolio, and identify the opportunities within the sub-theme and the associated research challenges, prioritising where the DE Theme could add value and have maximum impact.

Following on from the workshop, EPSRC envisage the sub-theme network creating a community around the sub-theme, expanding the network to include other relevant stakeholders, whether academic, users or other stakeholders.
The network will also continue to develop the research challenges and priorities in the sub-theme and also gathering information on the sub-theme landscape (e.g. other activities, funders etc.). The DE Theme will use these network outputs to inform future investment.

The workshops have been arranged for the following dates, although locations are still to be confirmed:

New Economic Models – Monday 23 January 2012

IT as a Utility – Tuesday 24 January 2012

Communities and Culture – Thursday 26 January 2012

Sustainable Society – Friday 27 January 2012

The deadline for submission of the EoI is 12:00 on 30 November 2011. Applicants will be informed of the outcome of their application by the 16 December 2011.

For more information on the RCUK Digital Economy theme, and how to apply to participate in the workshops please visit the EPSRC website.

This is a fantastic opportunity for anyone researching in this area, especially as it fits in with our emerging BU Research Theme – Creative and Digital Economies. Anyone interested and research-active in this field is strongly encouraged to apply!

Creative and Digital Economy

BU Challenges

Authors: John Oliver and Darren Lilleker

Alternative name suggestion: Creative and Digital Society

Brief theme summary:

This theme aims to explore the way digital  technologies are developed, and how they are used and applied within organisational and  social contexts. One important aspect of this is to understand technological developments, we argue that the key to understand the impacts of technologies is to adopt a social constructionist approach. This allows us to understand how users shape technologies to facilitate the accomplishment of their own objectives. We will explore this by looking at usage by corporate, media, political or governmental organisations, highlighting innovations in usage in order to develop best practice guidelines. However, this will be supplemented by focusing on end user perspectives. In particular we want to connect understandings of organisational usage to the way in which the broader consumers and citizens engage with technologies. The extent to which these facilitate participation in the development of consumer goods and services or public or social policy, and how technologies afford users the opportunity to be content creators, shaping the experiences of other users within a collaborate ecosystem. Of equal interest is how usage feeds back into technological development to explore the circularity between developers, professional users and the broader online participants, audiences and users.

Scope of theme: what is included?

We would cover any area of academic research where digital technology has relevance and meaning. However, specific areas could include; creative arts, creative industries, film, special effects, computer animation, computer games, marketing communications, digital marketing, media communication, journalism, social media, branding, media production, story-telling, cloud computing, geographic information systems,  consumer psychology and behaviour, digital citizenship, and audiences.

Scope of theme: what is excluded?

We would cover any area of academic research where digital technology has relevance and meaning to the economy or society. Research conducted under the umbrella of this theme would include the development and application of technology in a wide variety of contexts and would exclude areas of study that would not have a digital technology component.

Which big societal questions are addressed by this theme?

  • What are the sources of knowledge and creativity?
  • How will digital technologies change the way we work and communicate?
  • What is the role of social innovation and exchange?
  • How do people engage with digital technologies?
  • How will stories be created and conveyed through digital media in the future?
  • How will audiences be reached and engaged in the future?
  • What roles do trust, data protection and privacy play in a digital society?
  • What is intellectual property and who owns it?

How do this link to the priorities of the major funding bodies?

NESTA – interested in innovation and the role it has to play in enhancing eeconomic growth in the creative economy and public services.

AHRC – provide numerous opportunities through in their knowledge economy and innovation agenda. Particularly, emphasis is placed on funding research into improvements in social and intellectual capital, community identity, learning skills, technological evolution and the quality of life of the nation.

ESRC – have strategic priorities relating to; Understanding and influencing behaviour, Technology and innovation, Economic Performance and Sustainable Growth.

TSB – Innovation is a key enabler of growth. They place an emphasis on the Creative Industries, and in particular, how to exploiting digital technologies and commercialise digital content.

British Academy – a wide range of opportunities in the humanities and social sciences, opportunities.

EPSRC – have strategic priorities that relate to; information and communications technology, digital economy, user-led knowledge.

European Union – opportunities under FP7 for research into commercialisation, competitiveness and knowledge-based economy.

Leverhulme – broad range of opportunities. 

How does this theme interlink with the other BU themes currently under consideration?

Since the digital world is increasingly embedded in all areas of life, we would see this theme linking with all other BU research themes.

 

Trying to define digital economy

BU Challenges, Research themes

At a recent meeting which John Oliver arranged we tried to define some key terms for the creative and digital theme and the inital viewpoint was that the ‘digital economy’ was a narrower definition focusing mainly on enterprise and ‘doing’, however this definition of the digital economy from the The Research Council UK is broader:  “the novel design or use of information and communication technologies to help transform the lives of individuals, society or business (RCUK website accessed February 2011).”