METAVETRE

The Metaverse or what is also called web 3.0 will transform the way we interact with each other. By offering virtual worlds, in which individuals can live immersive experiences through avatars, the perception of oneself, one's body and others will be considerably transformed. Brands invest heavily in the Metaverse to communicate their offers to potential consumers. Today social networks and influencers have a very strong impact on the brain of teenagers and young adults. They are used by brands to create norms about what is acceptable and desirable to buy, affecting the wellbeing and mental health of younger people. Our objective is: 1) to better understand how the youngest people project themselves into these virtual worlds through avatars and interact with brands; 2) to better understand how these new forms of interaction with brands impact their brain, and can lead them to modify their choices and their preferences, and 3) to better understand what are the negative effects on their well-being, or even their mental health. For this, we will carry out experimental studies to understand the process of embodiment in an avatar. We will then conduct immersive studies in virtual reality, to understand the interaction of young people with brands and influencers in the Metaverse. We will end with a neuroimaging study to understand the impact of these new forms of interaction with brands on the brain of young people. The Metaverse is still in its infancy, but there is no doubt that it will be among the main forms of socialization for young people in the near future. Thanks to our research, we hope to come up with recommendations on how to frame marketing practices in the Metaverse and avoid potential abuses, as is the case on social networks.