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.