In 612 Consumer Behavior this week we are studying group influences on consumer behavior. The subject made me think of this group we are all in called WVU IMC. In particular, we are a virtual community as defined by Hawkins, Mothersbaugh & Best: a community that interacts over time around a topic of interest on the Internet. We do that right?

The textbook’s examples place us next to Saturn owners, scuba divers and Star Trek fans been thinking about this unique relationship for awhile now. From application to graduation we literally do not have to see each other in person. It’s kind of weird. Sometimes you have to ask yourself “Are these people real?” I know we all exchange pictures and the professor’s do introduction videos but there is still a disconnect. On the other hand, I wouldn’t trade the convenience for anything.

My textbook continues saying that many participants in virtual communities lack any ongoing commitment to the group and the lack of face-to-face interaction can remove much of the symbolic and emotional meaning conveyed in real communities. I can relate to that. I’ve struggled to feel a real connection to West Virginia University. (I’m typing this in my Temple Sweatshirt.) It’s hard without being on the real campus. I do feel more of a connection to my undergraduate school Temple University, but that’s not a fair comparison because I’m down on campus once a week teaching and I spent 5 years living there. My wife did buy me a WVU hat that I wear often – especially during the recent basketball tournament. (Both of my teams should have gone further!)

I feel a connection with the other students in the program though. Through our postings you get a sense of who people are by what they choose to talk about. I’ve been pegged as the “Mac guy” because somehow I always manage to weave Apple computer into our weekly topics. I swear it is always relevant! Apple is an innovative, successful company and much more fun to talk about than Microsoft. (That soapbox comes out so easily!) You know what I’m talking about – you learn people’s personalities through conversation – even graded conversation. Has anyone had a class where people have used the Social Forum? I haven’t. I think we’re all too busy, which is why we chose an online program.

Speaking of online programs, I noticed the other day in my Temple email an announcement about how the University’s business school is launching an online MBA. This innovative new program (How long as our program been up and running?) is being billed as “a unique combination of cutting-edge technology, in-person residencies and real-world experiences.” Using headsets and webcams provided by the program, students will interact and participate in real-time weekly lectures by asking questions and answering problems as they would in a traditional classroom session. It also requires three, five day in residences on campus. That’s three weeks of vacation from work and none of it with my family!

Hmm. That does not sound appealing to me. I’m in this online program for its flexibility. “life_integrated” (Great marketing by the way). That is what I love about the design of our program. There are deadlines, but we don’t have to be any one place at a certain time. Headsets and webcams? Do you really get that much more out of it? I’ve done plenty of business presentations trying to use that technology and it is just weird and far from perfect. I’d rather stick with writing, posting and reading to keep my flexibility. While those poor Temple MBA students are stuck in a North Philly classroom, for their vacation, I’ll be sitting on the beach with my Apple laptop working on my next post. Suddenly the disconnect of IMC is making me feel more connected because they understand my needs.

What does everyone else think of our format? At least we don’t all have Avatars in a 3-D computer generated world like Second Life. That would be creepy. Or maybe Rick Bebout is working on it as we speak. : ) I think my first and second life are full, I’ll have to open up a third life if that happens. In the meantime, I hope to see many of you in person at the IMC Weekend. Next week’s blog: How my Apple computer makes life in the IMC program better.

Keith