different, but legitimate way," today's children will redefine the scope and shape of the playing field for social relations in the future. Because they are the first generation to grow up with this new paradigm, it is essential that we observe and document their experiences". Virtual 'Friends' Having friends and friendships is a vital piece to human interaction and well-being in today's society. Unfortunately, people may struggle for this basic need based on time restrictions and other commitments. Because of this, many are turning to the convenience of using technology to have a "virtual friend." These virtual friends are designed to interact with people in the same fashion as a human friend would. They can range from a simple handheld pet all the way to possessing individual personalities and emotions, as real people do. Those most likely to form emotional attachments are likely anxious-ambivalent individuals, who tend to experience high levels of distress and a need for strong relationships. Advantages Virtual ‘friends’ can provide people with a sense of security and self-confidence. This can pose to be especially true in those who have difficulty communicating or interacting with others. People may look to their virtual friends for positive encouragement or just companionship. Disadvantages While these virtual ‘friends’ are doing a lot of good for people, there is also the need for concern on over-reliance. Depending so much on these figures could potentially lead to isolation from the real world. This may then, in turn, escalate to a difficulty of differentiating between reality and fantasy, which is especially influential in children. Marketing Strategies The definition of The Tamagotchi Effect and the attachment to these devices makes it possible for companies to market and profit from this effect. New research has found that customers often develop strong emotional ties to products and services they use. This suggests that companies can attract lifelong customers. Companies can adjust their marketing strategies to focus on these types of individuals, who stay faithful to brands that earn their trust. Future developments There is a strong indication that the future will hold a place for technological, lifelike entities. These human-to-machine relationships may one day come to be methodically equivalent to relationships between living things. See also Apophenia Mobile phone overuse References External links Blog Post - The Tamagotchi effect Blog Post - The Tamagotchi-Effect Virtual pets Toy culture