The Influence of the Avatar on Online Perceptions of Anthropomorphism, Androgyny, Credibility, Homophily, and Attraction

It has become increasingly common for Web sites and computer media to provide computer generated visual images, called avatars, to represent users and bots during online interactions. In this study, participants (N = 255) evaluated a series of avatars in a static context in terms of their androgyny, anthropomorphism, credibility, homophily, attraction, and the likelihood they would choose them during an interaction. The responses to the images were consistent with what would be predicted by uncertainty reduction theory. The results show that the masculinity or femininity (lack of androgyny) of an avatar, as well as anthropomorphism, significantly influence perceptions of avatars. Further, more anthropomorphic avatars were perceived to be more attractive and credible, and people were more likely to choose to be represented by them. Participants reported masculine avatars as less attractive than feminine avatars, and most people reported a preference for human avatars that matched their gender. Practical and theoretical implications of these results for users, designers, and researchers of avatars are discussed.     

Avatars in social media: Balancing accuracy,playfulness and embodied messages

This paper examines how users negotiate their self-presentation via an avatar used in social media. Twenty participants customised an avatar while thinking aloud. An analysis of this verbal data revealed three motivating factors that drive self-presentation: (1) avatars were used to accurately reflect their owners’ offline self; participants chose to display stable self-attributes or idealised their avatar by concealing or emphasising attributes aligned to imagined social roles, (2) the diversity of customisation options was exploited by some participants who broke free from the social rules governing self-presentation offline; others used the avatar's appearance to emotionally provoke and engage the avatar viewer and finally, (3) avatars were used as proxies; participants designed their online self in order to convey a message to a significant other.     

Me,myself and I: The role of interactional context on self-presentation through avatars

This paper investigates whether the nature of an online environment can prime users to create avatars that emphasize particular characteristics. Participants created an avatar for one of three contrasting settings: blogging, dating or gaming. For the most part, avatars in blogging were created to accurately reflect their owners’ physical appearance, lifestyle and preferences. By contrast, participants in the dating and gaming treatments accentuated certain aspects of their avatar to reflect the tone and perceived expectations of the context. For instance, avatars in dating were made to look more attractive while avatars in gaming were made to look more intellectual. Yet, predominantly, these emphasized avatar attributes drew on participants’ self-image, and thus avatars were perceived by their owners as highly similar to themselves. The implications of these results are discussed against current frameworks of online identity and behavior. Most importantly, we use our results to extract design recommendations for improving avatar-driven applications.     

The impact of avatar realism and anonymity on effective communication via mobile devices

This research investigates the impact on social communication quality of using anonymous avatars during small-screen mobile audio/visual communications. Elements of behavioral and visual realism of avatars are defined, as is an elaborated three-component measure of communication quality called Social Copresence. Experimental results with 196 participants participating in a social interaction using a simulated mobile device with varied levels of avatar visual and behavioral realism showed higher levels of avatar Kinetic Conformity and Fidelity produced increased perceived Social Richness of Medium, while higher avatar Anthropomorphism produced higher levels of Psychological Copresence and Interactant Satisfaction with Communication. Increased levels of avatar Anonymity produced decreases in Social Copresence, but these were smaller when avatars possessed higher levels of visual and behavioral realism.     

Avatar creation in virtual worlds: Behaviors and motivations

Avatar creation has become common for people to participate and interact in virtual worlds. Using an online survey (N = 244), we investigated both the behavioral characteristics and major motivations for avatar creation in virtual worlds. Our results suggest that a majority of the participants had multiple avatars; these avatars’ appearance did not merely resemble the human players; and their personality did not necessarily mirror the player’s real personality. Furthermore, participants on average spent over 20 h per week and often interacting with others in the virtual worlds. Our exploratory factor analysis yielded four major motivations: virtual exploration, social navigation, contextual adaptation, and identity representation.     

Cross-modal compensation between name and visual aspect in socially active avatars

Avatars serve for humans immersed in virtual settings as the interface between real and virtual worlds. The avatar-creation process involves numerous choices, including choice of visual representation, and choices to imbue the character with personality. Here, we hypothesised that these choices are not independent, and that a cross-modal talk may occur between the different components of the avatar identity. Specifically, we investigated whether name properties may be affected by the visual aspect (human vs. non-human) of the avatar. We analyzed names structure of players characters from the popular massively multiplayer online role-playing game (MMORPG) World of Warcraft, which display both human and non-human avatars. We selected 1261 names of characters actively engaged in the in-game and out-game social networks. Analysis of the names revealed that female names presented more variability than male names, and contained systematically more vowels than male names. However, the strategy used to enrich the vowel composition of female names differed between human-like and non-human characters, suggesting that a lesser proximity with human regular appearance was compensated by an increase of “feminization” of the name. Altogether, our results suggest that a cross-modal compensation occurs between name and visual aspect in the creation of socially active avatars.     

Player see,player do: Testing an exergame motivation model based on the influence of the self avatar

While the benefits of physically immersive video games, or exergames, have witnessed much research attention, less is known about the psychosocial processes that enable exergames to be an effective digital tool. An increasing number of exergames feature in-game graphical representations (avatars) of players and, and research shows that these avatars have the potential to influence self-perceptions. This study proposes an exergame motivation model based on the Social Cognitive Theory (SCT) that explores the impact of avatars on exergame players. The SCT suggests that individuals can learn through an enactive experience, and exergames appear to offer this form of learning through the presence of the player's in-game graphical representation (self avatar). 322 participants played an exergame for six sessions that feature self avatars. Structural equation modeling (SEM) results showed a good fit for the proposed exergame motivation model. Through the presence and behavior of the player's self avatar, the player learns by experiencing for himself/herself the results and consequences of his/her behavior within the exergame as he/she identifies with the character. Enjoyment was also found to partially mediate the relationship between identification with the avatar and exergame intention. The proposed exergame motivation model is likely to contribute to a deeper understanding of avatar and exergame effects and inform future research on health gaming interventions.     

Virtual shopping and unconscious persuasion: The priming effects of avatar age and consumers’ age discrimination on purchasing and prosocial behaviors

This study examined how operating elderly or young avatars affected shoppers’ product perceptions and purchasing behaviors. It also investigated how virtual shopping experiences translated into prosocial behavior regarding a nonprofit organization supporting the elderly. Operating elderly avatars influenced shoppers’ product choice and walking speed while shopping compared to operating younger avatars. In addition, operating elderly avatars positively affected participants’ attitudes and willingness to donate to and volunteer for a nonprofit organization supporting the elderly. Statistical interactions between avatar age and a shopper’s ageism on behavioral and persuasion outcomes were also confirmed, and these findings implied an assimilation/contrast effect influenced by a shopper’s preexisting prejudices toward the elderly.     

Deception in avatar-mediated virtual environment

This study explored the effects of avatars on deception – how perceived avatar likeness to self can affect the truthfulness and accuracy of interactions online. More specifically, this study examined the extent to which perceived avatar similarity influences self-awareness and users’ degree of attraction to them, and how these psychological states affect deception in the context of Second Life. The results, based on web-based survey data of 159 Second Life users, revealed that avatar similarity in attitude and behavior to the owner heightened self-awareness, which, in turn, reduced deception. Perceived avatar similarity in terms of appearance was found to have a direct negative impact on deception so that those who perceived their avatars to look similar to themselves were less likely to engage in deceptive behavior. Implications of the findings are discussed.     

The Hyperlinked World: A Look at How the Interactions of News Frames and Hyperlinks Influence News Credibility and Willingness to Seek Information

Prior research has identified the influence of using hyperlinks in online information gathering. This study attempts to understand first, how hyperlinks can influence individuals' perceptions of news credibility and information‐seeking behavior. Second, the paper extends previous research by examining the interaction of hyperlinks with the content of the story. In doing so, the paper examines the influence of hyperlinks on news frames. The data for the study were collected using 2 experiments embedded in web‐based survey of participants. Findings show that hyperlinks in news stories can increase perceptions of credibility as well as information‐seeking. Results reveal the interaction of news frames in the process; hyperlinks increase participants' perception of news credibility; but only in the value‐framed condition. Implications are discussed.     

Virtual research assistants: Replacing human interviewers by automated avatars in virtual worlds

We conducted an experiment to evaluate the use of embodied survey bots (i.e., software-controlled avatars) as a novel method for automated data collection in 3D virtual worlds. A bot and a human-controlled avatar carried out a survey interview within the virtual world, Second Life, asking participants about their religion. In addition to interviewer agency (bot vs. human), we tested participants’ virtual age, that is, the time passed since the person behind the avatar joined Second Life, as a predictor for response rate and quality. The human interviewer achieved a higher response rate than the bot. Participants with younger avatars were more willing to disclose information about their real life than those with older avatars. Surprisingly, the human interviewer received more negative responses than the bot. Affective reactions of older avatars were also more negative than those of younger avatars. The findings provide support for the utility of bots as virtual research assistants but raise ethical questions that need to be considered carefully.     

Avatar-mediated creativity: When embodying inventors makes engineers more creative

An important challenge today is to support creativity while enabling geographically distant people to work together. In line with the componential theory of creativity, self-perception theory and recent research on the Proteus Effect, we investigate how avatars, which are virtual representations of the self, may be a medium for stimulating creativity. For this purpose, we conducted two studies with a population of engineering students. In the first study, 114 participants responded to online surveys in order to identify what a creative avatar may look like. This enabled us to select avatars representing inventors, which were perceived as creative by engineering students, and neutral avatars. In the second study, 54 participants brainstormed in groups of 3, in 3 different conditions: in a control face-to-face situation, in a virtual environment while embodying neutral avatars and in a virtual environment with inventor avatars. The results show that inventor avatars led to higher performance in fluency and originality of ideas. Moreover, this benefit proved to endure over time since participants allocated to inventor avatars also performed better in a subsequent face-to-face brainstorming. The prospects of using avatars for enhancing creativity-relevant processes are discussed in terms of theoretical and applicative implications.     

Understanding emotional bond between the creator and the avatar: Change in behavioral intentions to engage in alcohol-related traffic risk behaviors

This study examines the joint impact of an individual's relationship with his or her avatar and negative consequences to the avatar on changing the individual's behavioral intentions (BI) in terms of alcohol-impaired driving. One hundred eleven participants volunteered to participate in several experimental conditions where the degree of choice of avatar features and the degree of control of the avatar's actions were manipulated in Second Life, an immersive 3D virtual environment. Participants who were allowed to customize their avatars viewed their avatars not only more similar but also emotionally closer to themselves, and perceived their avatars to be physically more attractive than those who were assigned basic avatars. After observing a car crash caused by drunk driving, participants in the choice and control condition were more likely to change BI positively when they identified their avatars to be similar to themselves, and regarded their avatars more attractive. Furthermore, participants who were allowed to control their avatars were more likely to attribute the responsibility of the car accident to themselves than those who observed someone else's avatar playing. Implications for the use of virtual reality games in promoting healthy behaviors are discussed in detail.     

“It doesn’t matter what you are!” Explaining social effects of agents and avatars

Empirical studies have repeatedly shown that autonomous artificial entities, so-called embodied conversational agents, elicit social behavior on the part of the human interlocutor. Various theoretical approaches have tried to explain this phenomenon: According to the Threshold Model of Social Influence (Blascovich et al., 2002), the social influence of real persons who are represented by avatars will always be high, whereas the influence of an artificial entity depends on the realism of its behavior. Conversely, the Ethopoeia concept (Nass & Moon, 2000) predicts that automatic social reactions are triggered by situations as soon as they include social cues. The presented study evaluates whether participants´ belief in interacting with either an avatar (a virtual representation of a human) or an agent (autonomous virtual person) lead to different social effects. We used a 2 × 2 design with two levels of agency (agent or avatar) and two levels of behavioral realism (showing feedback behavior versus showing no behavior). We found that the belief of interacting with either an avatar or an agent barely resulted in differences with regard to the evaluation of the virtual character or behavioral reactions, whereas higher behavioral realism affected both. It is discussed to what extent the results thus support the Ethopoeia concept.     

Humanoid Audio–Visual Avatar With Emotive Text-to-Speech Synthesis

Emotive audio–visual avatars are virtual computer agents which have the potential of improving the quality of human-machine interaction and human-human communication significantly. However, the understanding of human communication has not yet advanced to the point where it is possible to make realistic avatars that demonstrate interactions with natural- sounding emotive speech and realistic-looking emotional facial expressions. In this paper, We propose the various technical approaches of a novel multimodal framework leading to a text-driven emotive audio–visual avatar. Our primary work is focused on emotive speech synthesis, realistic emotional facial expression animation, and the co-articulation between speech gestures (i.e., lip movements) and facial expressions. A general framework of emotive text-to-speech (TTS) synthesis using a diphone synthesizer is designed and integrated into a generic 3-D avatar face model. Under the guidance of this framework, we therefore developed a realistic 3-D avatar prototype. A rule-based emotive TTS synthesis system module based on the Festival-MBROLA architecture has been designed to demonstrate the effectiveness of the framework design. Subjective listening experiments were carried out to evaluate the expressiveness of the synthetic talking avatar.      

Fully Embodied Conversational Avatars: Making Communicative Behaviors Autonomous

Although avatars may resemble communicative interface agents, they have for the most part not profited from recent research into autonomous embodied conversational systems. In particular, even though avatars function within conversational environments (for example, chat or games), and even though they often resemble humans (with a head, hands, and a body) they are incapable of representing the kinds of knowledge that humans have about how to use the body during communication. Humans, however, do make extensive use of the visual channel for interaction management where many subtle and even involuntary cues are read from stance, gaze, and gesture. We argue that the modeling and animation of such fundamental behavior is crucial for the credibility and effectiveness of the virtual interaction in chat. By treating the avatar as a communicative agent, we propose a method to automate the animation of important communicative behavior, deriving from work in conversation and discourse theory. BodyChat is a system that allows users to communicate via text while their avatars automatically animate attention, salutations, turn taking, back-channel feedback, and facial expression. An evaluation shows that users found an avatar with autonomous conversational behaviors to be more natural than avatars whose behaviors they controlled, and to increase the perceived expressiveness of the conversation. Interestingly, users also felt that avatars with autonomous communicative behaviors provided a greater sense of user control.     

Empirical investigation of customers’ channel extension behavior: Perceptions shift toward the online channel

An increasing number of traditional (offline) firms are opening up their online sales channels. However, a number of them are finding it difficult to increase the utilization of their online channels from their existing customers. The purpose of the current study is to identify factors that influence customers channel extension from the offline to online channel and to understand how these factors influence customers’ behavior towards online channel extension. Drawing on the theory of entitativity formulated by Campbell, we propose a research model of customers channel extension by focusing on the shift of perception from offline to the online channel. The data for the study is collected from a large bank in China. The structural equation modeling analysis results indicate that perceived offline service quality influences perceived online service quality both directly as well as indirectly through perceived entitativity. Perceived online service quality, in turn influences customers’ behavior towards the online channel extension. The results also demonstrate that self-efficacy for change directly influences behavior towards the online channel extension, and it also has an important moderating influence on relationship between perceived offline service quality and perceived online service quality. Theoretical and practical implications of the findings are discussed.     

Social evaluations of embodied agents and avatars

The purpose of this study was to examine social evaluations (i.e., perceptions of empathy and positivity) following peoples’ interactions with digital human representations. Female research participants engaged in a 3-min interaction while immersed in a 3-D immersive virtual environment with a “peer counselor.” Participants were led to believe that the peer counselor was either an embodied agent (i.e., computer algorithm) or an avatar (i.e., another person). During the interaction, the peer counselor either smiled or not. As predicted, a digitally-rendered smile was found to affect participants’ social evaluations. However, these effects were moderated by participants’ beliefs about their interaction partner. Specifically, smiles enhanced social evaluations of embodied agents but degraded them for avatars. Although these results are consistent with other findings concerning the communicative realism of embodied agents and avatars they uniquely demonstrate that people’s beliefs alone, rather than actual differences in virtual representations, can impact social evaluations.     

The visual characteristics of avatars in computer-mediated communication: Comparison of Internet Relay Chat and Instant Messenger as of 2003

This research focuses on computer-mediated communication where users are represented by a graphical avatar. An avatar represents a user's self-identity and desire for self-disclosure. Therefore, the claim is made that there is a relationship between the characteristics of media and the choice of avatar. This study supports the claim by examining the difference between Internet Relay Chat (IRC) avatars and Instant Messenger (IM) avatars as of 2003 when both media had distinct characteristics and popular avatar service in Korea. Users of IRC are generally anonymous and involved with topic-based group discussions, whereas users of IM are known by their “real” names and communicate via one-on-one chitchatting. We found that avatars as symbols for users can have different characteristics in terms of self-identity and self-disclosure in different media. Gender is found to have significant moderation effect on avatar usage, whereas age is shown to have a mixed moderation effect.     

Homuncular Flexibility in Virtual Reality

Immersive virtual reality allows people to inhabit avatar bodies that differ from their own, and this can produce significant psychological and physiological effects. The concept of homuncular flexibility (Lanier, 2006) proposes that users can learn to control bodies different from their own by changing the relationship between tracked and rendered motion. We examine the effects of remapping movements in the real world onto an avatar that moves in novel ways. In Experiment 1, participants moved their legs more than their arms in conditions where leg movements were more effective for the task. In Experiment 2, participants controlling 3‐armed avatars learned to hit more targets than participants in 2‐armed avatars. We discuss the implications of embodiment in novel bodies.