How Avatars Influence User Behavior: A Review on the Proteus Effect in Virtual Environments and Video Games
The Proteus Effect suggests that users of a virtual environment adapt their behavior to the characteristics of their respective avatars. The effect was introduced by Yee Bailenson in 2007. Since then, a number of studies and experiments regarding the Proteus Effect have been conducted. Based on a review and comparison of their findings and conclusions about the theoretical framework of the effect and its explanatory approaches such as self perception theory and priming, we are classifying these studies with regard to self similarity, wishful identification and embodied presence. This allows for revealing parallels to the processes of self identification, as these components represent first order dimensions of the user avatar bond. The results show that self similarity can enhance the effect, as it can lead to a higher personal relevance of the avatar and thus facilitates mental rapprochement between user and avatar. Desirable characteristics of the avatar are integrated into the self concept, whereas undesirable characteristics can be a barrier to the occurrence of the effect. Embodiment is particularly important with regard to self perception theory and can represent a threshold for self perception from the perspective of the avatar.
FDG