Co-chairs: Amitava Chattopadhyay (INSEAD) & Haiyang Yang (Johns Hopkins)

 

July 6-7, 2023

 

Fontainebleau, France

 

 

Conference Overview

This Association for Consumer Research Special Conference focuses on the metaverse. We encourage scholars from all disciplines related to consumer research to submit their work. Accepted submissions will receive consideration for publication in the Journal of Association of Consumer Research Special Issue on Metaverse, after undergoing a review at the journal. (Participation in this conference is not a prerequisite for submission to the special issue.)

 

Conference Venue:

INSEAD Europe Campus

 

Conference Date:

July 6-7, 2023

 

Accommodation:

Hôtel Ermitage - INSEAD Résidences

Hôtel Clos St Merry - INSEAD Résidences

(Registered participants will be provided a conference code for making their hotel reservation.)

 

* The conference is scheduled to be held in person. If significant public health or other emergency situations occur, a different conference format will be offered.

 

 

Submission DEADLINE

Submission portal (http://www.MetaverseResearch.Academy) will open on December 1st, 2022 and close on January 31st, 2023. Acceptance decisions will be announced by February 28th, 2023.

 

 

Submission Guidelines

Each submission should contain:

       I.          Project Title

    II.          Author(s), Email(s), & Affiliation(s)

  III.          Presenter

  IV.          Research Summary (within 600 words)

1.     Research Questions

2.     Methods Used

3.     Intended Theoretical Contributions

4.     Intended Managerial Contributions

5.     Key Findings

 

Each author may be included in multiple submissions, but can only serve as the presenter for one accepted submission. In the acceptance email, a conference registration link will be provided to the presenter and co-authors. The presenter must register for the conference by March 15th, 2023. Co-authors of accepted submissions will be given registration priority – they can register for the conference using the link in the acceptance email prior to March 15th, 2023. After this date, the registration will be open to anyone interested in attending the conference.*

 

*Due to space constraints, we only have limited number of such slots. The registration portal will be closed when all slots are filled.

 

 

Potential research topics

Potential submissions to this conference (and the JACR special issue) might investigate research topics related (but not limited) to:

 

Consumers’ adoption of metaverse

  • What are the drivers of metaverse adoption (e.g., psychological and sociological factors)? What are the barriers (e.g., privacy of users and of their digital reincarnations, motion sickness)? How should these barriers be addressed?
  • What are the implications of the rise of metaverses for different industries and sectors (e.g., acceptance and use of metaverses for education, entertainment, financial services, health services, news media, real estate)? How does the rise of metaverses impact the consumption of digital goods/NFTs and the adoption of crypto currencies?

 

Consumer behavior in metaverse

  • How do consumers process product and brand information in metaverses? How might the processing differ from that in offline or traditional 2D web contexts? What are the implications for consumer decision-making?
  • How do avatar embodiment and metaverse-based interactions affect consumers’ identity and sense of self? What are the implications for their subsequent behavior (online and offline)?
  • How do consumers shop in metaverses (e.g., how do they browse an aisle when they can teleport, fly, or levitate)? How and why might their behavior differ from that in real-world stores or 2D ecommerce websites/apps? Given these differences, how should metaverse-based retail environments be designed?  How does the metaverse shopping experience impact consumers’ shopping behavior in the physical world or 2D websites/apps? What are the implications for omnichannel business operations?
  • How should the notion of salesperson be redefined in this context? How should sales events be conducted in metaverses (e.g., how should Black Friday events be implemented in such digitized 3D reality)?
  • How can brands effectively build relationships with consumers in metaverses? Should brands represent themselves as digital venues, virtual experiences, and/or avatars? How would this vary by metaversal context? How can brands effectively showcase or help consumers learn about their real-world products or services via metaverses? How might “traditional” branding approaches (e.g., featuring real-world celebrities as spokespeople) be leveraged in metaverses? Would virtual-only brand ambassadors be a better option? When and Why? What are the metaverse implications for brand communities and co-creation processes?
  • How should brands focusing on real-world goods/services leverage metaverses differently from those offering pure-digital goods/services? Which branding approach(es) might be more effective for each group?
  • What are the metaverse implications for C2C contexts (e.g., metaverse AirBnB)? How should metaverses be leveraged differently in B2B as opposed to B2C contexts? 

 

Consumer well-being

  • How do consumers interact with each other in metaverses? How might such behavior differ from that in other environments? How do social norms emerge in metaverses (e.g., how close should another avatar stand next to yours)?
  • What are the ethical concerns related to metaverses?  How should metaversal interactions be regulated and moderated to provide a free and yet safe environment (e.g., how to define and prevent inappropriate avatar behaviors and avatar-on-avatar crimes, how to address and penalize metaversal offenses)? How and why might the metaverse interaction experience impact behavior in the physical world?
  • How does metaverse usage impact consumers’ physical well-being? What are the short-term and long-term implications (e.g., disorientation, vision issues)? Under what conditions are these likely to occur? How can metaverses be effectively leveraged to improve physical health?
  • How does metaverse usage impact consumers’ psychological well-being? When and for whom does metaverse immersion enhance psychological well-being (e.g., increased freedom of expression, increased socialization)? When and for whom might such immersion be detrimental to psychological well-being (e.g., addiction, disconnection from reality)?
  • How should firms better design and operate metaverses to benefit (as opposed to hurt) consumers’ physical and psychological well-being? How should vulnerable groups (e.g., minors) be safeguarded in metaverses? What are the public policy and regulatory implications (e.g., how to ensure that metaverse technologies are used ethically and responsibly; how to effectively enforce extant laws such as anti-harassment laws in metaverses; what new policies and regulations might be needed)? What should individual consumers do to protect and improve their own and their family members’ well-being in the age of metaverses?

 

If you have any questions about the conference, you can contact the conference co-chairs at Amitava.Chattopadhyay@INSEAD.edu or Haiyang.Yang@JHU.edu.