Avatar-Based Self-Influence in a Traditional CMC Environment

<jats:p> Abstract. Dubbed the Proteus effect, research has shown that avatars influence user behavior in virtual reality and video game environments ( Yee &amp; Bailenson, 2007 , 2009 ); however, does this same effect occur in the less dynamic but more prevalent traditional computer-mediated communication (CMC)? As CMC evolves to allow user avatars, the question of its influence increases in importance. This study examines the Proteus effect in traditional CMC, which tends to be dominated by text-based communication. Embodiment is presented as a moderator for the Proteus effect. Two methods for inducing embodiment (via choice and via familiarizing tasks) were tested along with a proposed model for the Proteus effect in social media environments. A 2 (avatar) × 2 (embodiment by choice) × 2 (embodiment by familiarizing tasks) between-subject design with 406 participants showed a significant main effect of familiarizing tasks on embodiment, an interaction effect of avatar embodiment and avatar condition on aggressive behavior, and an unpredicted main effect of embodiment on aggressive attitude. </jats:p>