Avatars Can Surreptitiously And Negatively Affect User In Video Games, Virtual Worlds

http://www.sciencedaily.com/releases/2009/11/091110211037.htm

ScienceDaily (Nov. 11, 2009) — Although often seen as an inconsequential feature of digital technologies, one's self-representation, or avatar, in a virtual environment can affect the user's thoughts, according to research by a University of Texas at Austin communication professor.

In the first study to use avatars to prime negative responses in a desktop virtual setting, Jorge Peña, assistant professor in the College of Communication, demonstrated that the subtext of an avatar's appearance can simultaneously prime negative (or anti-social) thoughts and inhibit positive (or pro-social) thoughts inconsistent with the avatar's appearance. All of this while study participants remained unaware they had been primed.

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