Virtual World AvatarTeam # 2: Hillary Haenes,

Kathy Marie Cabrera, Tim Chong, Kristy Phillips, Lorena Rogel, Alex Zuniga

Isabella Petrovsky

Female, Italian/Irish, 42 Dark brown medium hair, brown eyes, olive skin, athletic body, 5’4 Income: $62,500Newly divorced, 2 Daughters (17) & (21)Full custody of 17-

year-old Non-practicing Catholic Bachelor’s in Political Science from Boston UniversityResides in Boston,

MassachusettsLives in city in ex-husband’s apartment with both daughtersOccupation: ParalegalReceives child support and (Alimony)?

Real World Demographics

Stephanie Summers Stephanie Summers “Blondie”“Blondie”

Female, Swedish/German, 22Long straight blonde hair, blue eyes, always tan, skinny with curves,

5’8Income: $7,000 Monthly allowance on Daddy’s American Express Black Card(Receives extra money for Christmas and Birthdays)Single, no children, Only

child (Daddy’s Princess) Parents still marriedNon-denominational Christian

Student at FIDM studying Fashion Design and MerchandisingOwns and resides in West Hollywood 3-

bedroom house with pool off Sunset Blvd. with BFF roommateOccupation: Interns/volunteers (whenever

she wants) with Celebrity Stylist Rachel Zoe

Psychographics

Recently joined 24-Hour Fitness Gym and hired trainerLikes trying new recipes

Often Browses Barnes & Noble BookstoreAttends PTA Meetings

Meets friends at local coffee shop once a weekWatches Tennis

Shops for necessities, home furnishingsAttends work-related social events

SHOPPING! – Designer boutiques/Beverly CenterRegular Spa Visits

Attends Club openings in L.A. and VegasLuxurious vacations – Italy, Bahamas, France, Greece

Lives in Malibu beach house during the summerYoga, Pilates, workouts with trainer

Plays tennis at country clubMember of PETA

Activities

Psychographics

Fashion – style is business/conservative, goes for comfort

Spends time with daughtersReads gossip/celebrity tabloids, daily newspaper

Watches Food Network for cooking tipsDrives Toyota Camry

Facebook – to keep track of daughters, friends, familyPet cat – Bubbles

Drinks wine – social drinkerRe-decorates home now that newly divorced

Achievements – “Paralegal of the Year”

Fashion – wears expensive designer labels, latest fashions off the runway

Attends Fashion Week in NYCSpends free-time shopping, gossiping with friends

TMZ, E-News, Vogue, Elle, Vanity Fair, Harper’s BazaarLike to bake cupcakes

Drives Lexus Hybrid SUVNo job – could care less about working because Daddy pays for

everything, interns with Rachel ZoeLikes animals, but does not clean after them – has a Chihuahua

named GingerWannabe vegetarian

Enjoys drinking Lemon Drop Martinis with friends Graduated from Beverly Hills High School – voted “Most Popular” and

“Prom Queen”

Interests

Independent Party – supports women’s rights, gay rights, but believes people

should pay for own health care – however leans more left

Feels powerful at work, but could lose a few unwanted pounds to feel more

confidentHealth conscious

Cares about organizations that help children’s education

Culture – big on Italian food and spending time with familyValues higher educationBusiness/job – important

Democratic Party – believes animals should be treated like humans, PETA

member, tries to be eco-friendly – registered to this party because young

and impressionable Thinks she is “God’s gift”– self-centered

Loves makeup, hair, and skin products and thinks they are necessities

Education – takes fashion school seriously, but does not want a job nowThinks people should take care of their bodies and make healthy food choices Believes if people want to feel better

about themselves, they should get plastic surgery (Daddy is a plastic surgeon)

Psychographics

Opinions

Virtual Brands Purchased/UsedVirtual Brands Purchased/UsedVisa Black Card

Lexus Hybrid SUV

FIDM

Coffee Bean & Tea Leaf

Hummer Limo

Starbucks

iPod Touch

Juicy Couture Velour Tracksuit

UGG Boots

iPhone 3GS

Dior Sunglasses

Aveda Spa

Hamamori Restaurant – Sushi Bar

Dolce & Gabbana

Christian Louboutin

Michael Kors – Very Hollywood Perfume

Tiffany & Co. Jewelry

Chanel

Nordstrom

Intermix

Beso – Hollywood Private Dining

Chateau Marmont

Like to bake cupcakesDrives Lexus Hybrid SUV

No job – could care less about working because Daddy pays for everything, interns with Rachel ZoeLikes animals, but does not clean after them – has a

Chihuahua named GingerWannabe vegetarian

Enjoys drinking Lemon Drop Martinis with friends Graduated from Beverly Hills High School – voted

“Most Popular” and “Prom Queen”Democratic Party – believes animals should be

treated like humans, PETA member, tries to be eco-friendly – registered to this party because young

and impressionable Thinks she is “God’s gift”– self-centered

Loves makeup, hair, and skin products and thinks they are necessities

Education – takes fashion school seriously, but does not want a job now

Thinks people should take care of their bodies and make healthy food choices Believes if people want to feel better about themselves, they should get

plastic surgery (Daddy is a plastic surgeon)

SHOPPING! – designer boutiques/Beverly CenterRegular spa visits

Constantly on iPhone 3GSAttends club openings in L.A. and Vegas

Meets friends at a nearby Coffee Bean & Tea Leaf twice a week

Luxurious vacations – Italy, Bahamas, France, Greece

Lives in Malibu beach house during the summer, loves to tan on the beach

Yoga, Pilates, workouts with trainerLikes to dance at clubs

Plays tennis at country clubMember of PETA

Fashion – wears expensive designer labels, latest fashions off the runwayAttends Fashion Week in NYC

Spends free-time shopping, gossiping with friends

TMZ, E-News, Vogue, Elle, Vanity Fair, Harper’s Bazaar

Shopping SpreeShopping Spree

MotiveReal World Motives for

creating avatarVirtual World Motives for consuming virtual brands

Physical Health, Athletic Younger, single, popular, attractive

Security House, Average JobSecurity system, insurance, investor,

family wealth

Social - Emotional Relate more to daughters, freedom to meet men

High status profile, high class

Psychological - Actualization Wants to live life she never had To be young, rich, famous, and loved

Other Pleasure Live a fun, carefree single life

Real World & Virtual World Profile Motivations

BeliefsBeliefs FeelingsFeelings AttitudesAttitudes

Inner faith - doesn’t attend church regularly, holidays onlyGood Mom – PTA meetings, brings snacks/drinks to 17-year-old’s tennis teamHard work – stays late, arrives early, attends work-related eventsValues higher education – encourages/supports daughters to go to/in collegeFriendships – reconnects with long-time friends at local coffee shop to remind her of her strengths to relive memories Independent Party – supports women’s rights, gay rights, but believes people should pay for own health care – however leans more left

Lonely – newly divorced, would like to keep options open, wants to go on dates, keeps mind off being sad with busy scheduleImprove relationship with daughters – get to know them better, spend more time with them, take care of them (had a nanny take care of daughters when young)Wants to feel sexy – attends gym, hired trainer, conscious of skin care and dietValues friendships – her support system Career change – to meet new people, get out of same social network as ex-husband’s friends

Goal oriented - professional, MomOpen to change – career, appearanceDisciplined – at job, fitness, healthPhilanthropy- gives to charities that help children’s educationCultural values – artistic, cooks Italian food, spends time with familyFrugal shopper – buys necessities, home furnishingsSelf Sustainability –After divorce, relies a lot on herself to provide support to daughters (except she received the apartment, and most of the furniture in the settlement, also her husband pays for children’s school)

Real World ProfileAbility

AttitudesAttitudes FeelingsFeelings BeliefsBeliefs

Self-centered – thinks she is God’s giftHigh maintenance – wears designer labels, eats at upscale restaurants, drives blacked out Lexus Hybrid SUVDemocratic Party – believes animals should be treated like humans, PETA member, tries to be eco-friendly – registered to this party because young and impressionable Protective of Pets – pets should be treated like humans, PETA memberNot having a job – careless of finances & surroundings (lives in own bubble)Wealth is power – family is wealthy (Dad’s a plastic surgeon)

Confident – knows she’s sexy, uses wealth to manipulateContent – always happy, but wants more (greedy)Loved – by family and famous friendsHealth/Fitness – wannabe vegetarian, does Yoga, Pilates, plays tennis to keep in shape

Uses money to fix problems – retail therapy on bad daysAttends high-end stores – doesn’t like to associate with lower classSelf-conscious about status in society – acts snobby, greedy, narrow-minded Doesn’t want to work while attending FIDM – lives off Daddy’s earnings, interns when she wants with Celebrity Stylist Rachel ZoeEmphasis on looks – tan, fit, hair-dyed blonde (no roots), extensions to make hair longFirst impressions are most important – always looks presentable, dressed to impress

Virtual World ProfileAbility