1. How might classical conditioning operate for a consumer who visits a new tutoring Web site and is greeted by the Web site’s avatar who resembles Albert Einstein?

2. How might instrumental conditioning influence a consumer who purchases a new outfit for his avatar in a virtual world?

3. Do consumers build associative networks from their avatar’s experience? If so, the associations from their avatar experience by any different from other shopping experiences? How would these networks impact the consumer’s ability to organize and retrieve information that they have learned?

In the years since virtual worlds came into being, marketers have been working to understand how the time people spend in virtual worlds influences the way they learn about brands and whether it impacts their relationship with the brand in the real world.