Janice Denegri-Knott is Lecturer of Consumer Culture and Behaviour at the Bournemouth Media School, Bournemouth University, UK. Since 2001 she has been researching and publishing in the areas of digital virtual consumption and consumer/marketing research. Her research interests span from conceptualising and documenting digital virtual consumption and its practices, the emergence of media technology, the socio-historic patterning of consumption and more generally the subject of power in consumer and marketing research.Mike Molesworth is a Senior Lecturer at Bournemouth Media School, Bournemouth University, UK where he teaches and researches online culture, behaviour and consumer culture. He has published papers in international journals on topics relating to both consumer culture and videogames, and is co-editor with Richard Scullion and Lizzie Nixon of The Marketisation of Higher Education and the Student as Consumer (Routledge, 2010).

• 1. Introduction to Digital Virtual Consumption Janice Denegri-Knott and Mike Molesworth Part 1: Contexts and Perspectives 2. A History of the Digitalization of Consumer Culture Vili Lehdonvirta 3. Young American Consumers and New Technologies Alladi Venkatesh and Nivein Behairy 4. True Values of False Objects: Virtual Commodities in Games David Myers 5. First Person Shoppers: Consumer Ways of Seeing in Videogames Mike Molesworth 6. Transforming Digital Virtual Goods into Meaningful Possessions Janice Denegri-Knott, Rebecca Watkins and Joseph Wood 7. Reflections in Spacetime: Reconsidering Kozinets (1999) Twelve Years Later Rob Kozinets 8. What Happens to Materiality in Digital Virtual Consumption? Paolo Magaudda Part 2: Places and Practices 9. Online Investing as Digital Virtual Consumption: The Production of the Neoliberal Subject Detlev Zwick 10. Playing the Market and Sharing the Loot: Consumption Limits in a Virtual World Sandy Ross 11. Taking One – or Three – For the Team: Consumerism as Gameplay in Woot.com Melinda Jacobs 12. Creating Virtual Selves in Second Life Handan Vicdan and Ebru Ulusoy 13. Consumption Without Currency: The Role of the Virtual Gift Economy in Second Life Jennifer Martin 14. Eve Online as Meaningful Virtual World Pétur Jóhannes Óskarsson 15. Conclusions: Trajectories of Digital Virtual Consumption Mike Molesworth and Janice Denegri-Knott. List of Contributors. Notes. Index

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Janice Denegri-Knott is Lecturer of Consumer Culture and Behaviour at the Bournemouth Media School, Bournemouth University, UK. Since 2001 she has been researching and publishing in the areas of digital virtual consumption and consumer/marketing research. Her research interests span from conceptualising and documenting digital virtual consumption and its practices, the emergence of media technology, the socio-historic patterning of consumption and more generally the subject of power in consumer and marketing research.Mike Molesworth is a Senior Lecturer at Bournemouth Media School, Bournemouth University, UK where he teaches and researches online culture, behaviour and consumer culture. He has published papers in international journals on topics relating to both consumer culture and videogames, and is co-editor with Richard Scullion and Lizzie Nixon of The Marketisation of Higher Education and the Student as Consumer (Routledge, 2010).

• 1. Introduction to Digital Virtual Consumption Janice Denegri-Knott and Mike Molesworth Part 1: Contexts and Perspectives 2. A History of the Digitalization of Consumer Culture Vili Lehdonvirta 3. Young American Consumers and New Technologies Alladi Venkatesh and Nivein Behairy 4. True Values of False Objects: Virtual Commodities in Games David Myers 5. First Person Shoppers: Consumer Ways of Seeing in Videogames Mike Molesworth 6. Transforming Digital Virtual Goods into Meaningful Possessions Janice Denegri-Knott, Rebecca Watkins and Joseph Wood 7. Reflections in Spacetime: Reconsidering Kozinets (1999) Twelve Years Later Rob Kozinets 8. What Happens to Materiality in Digital Virtual Consumption? Paolo Magaudda Part 2: Places and Practices 9. Online Investing as Digital Virtual Consumption: The Production of the Neoliberal Subject Detlev Zwick 10. Playing the Market and Sharing the Loot: Consumption Limits in a Virtual World Sandy Ross 11. Taking One – or Three – For the Team: Consumerism as Gameplay in Woot.com Melinda Jacobs 12. Creating Virtual Selves in Second Life Handan Vicdan and Ebru Ulusoy 13. Consumption Without Currency: The Role of the Virtual Gift Economy in Second Life Jennifer Martin 14. Eve Online as Meaningful Virtual World Pétur Jóhannes Óskarsson 15. Conclusions: Trajectories of Digital Virtual Consumption Mike Molesworth and Janice Denegri-Knott. List of Contributors. Notes. Index

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Janice Denegri-Knott is Lecturer of Consumer Culture and Behaviour at the Bournemouth Media School, Bournemouth University, UK. Since 2001 she has been researching and publishing in the areas of digital virtual consumption and consumer/marketing research. Her research interests span from conceptualising and documenting digital virtual consumption and its practices, the emergence of media technology, the socio-historic patterning of consumption and more generally the subject of power in consumer and marketing research.Mike Molesworth is a Senior Lecturer at Bournemouth Media School, Bournemouth University, UK where he teaches and researches online culture, behaviour and consumer culture. He has published papers in international journals on topics relating to both consumer culture and videogames, and is co-editor with Richard Scullion and Lizzie Nixon of The Marketisation of Higher Education and the Student as Consumer (Routledge, 2010).

• 1. Introduction to Digital Virtual Consumption Janice Denegri-Knott and Mike Molesworth Part 1: Contexts and Perspectives 2. A History of the Digitalization of Consumer Culture Vili Lehdonvirta 3. Young American Consumers and New Technologies Alladi Venkatesh and Nivein Behairy 4. True Values of False Objects: Virtual Commodities in Games David Myers 5. First Person Shoppers: Consumer Ways of Seeing in Videogames Mike Molesworth 6. Transforming Digital Virtual Goods into Meaningful Possessions Janice Denegri-Knott, Rebecca Watkins and Joseph Wood 7. Reflections in Spacetime: Reconsidering Kozinets (1999) Twelve Years Later Rob Kozinets 8. What Happens to Materiality in Digital Virtual Consumption? Paolo Magaudda Part 2: Places and Practices 9. Online Investing as Digital Virtual Consumption: The Production of the Neoliberal Subject Detlev Zwick 10. Playing the Market and Sharing the Loot: Consumption Limits in a Virtual World Sandy Ross 11. Taking One – or Three – For the Team: Consumerism as Gameplay in Woot.com Melinda Jacobs 12. Creating Virtual Selves in Second Life Handan Vicdan and Ebru Ulusoy 13. Consumption Without Currency: The Role of the Virtual Gift Economy in Second Life Jennifer Martin 14. Eve Online as Meaningful Virtual World Pétur Jóhannes Óskarsson 15. Conclusions: Trajectories of Digital Virtual Consumption Mike Molesworth and Janice Denegri-Knott. List of Contributors. Notes. Index

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