Can non-humanlike avatars induce the Proteus effect? The roles of avatar identification and embodiment in influencing social participation

In virtual environments, people tend to behave in line with the virtual avatars they embody. For example, when an individual embodies an attractive and physically fit avatar, they might show an increase in self-esteem. This phenomenon is called the Proteus effect. While prior research shows support for this effect with humanlike avatars, it is unclear whether non-humanlike avatars can also induce it. In this study, we examine the Proteus effect in the context of non-humanlike avatars and test whether the level of attractiveness of a non-humanlike avatar affects social participation. Two underlying mechanisms of the Proteus effect are considered: the mediating role of avatar identification and the moderating role of level of embodiment. To test our hypotheses, a 2 x 2 between-subjects lab experiment (N = 134) was conducted. Participants were randomly assigned to one of two non-humanlike avatars differing in level of attractiveness (attractive vs. unattractive) and one of two levels of embodiment (head-mounted display VR vs. desktop). The results showed that participants embodying the attractive non-humanlike avatar perceived higher levels of avatar identification via self-similarity, which increased social participation. Also, this study found that level of embodiment did not moderate the effect of attractiveness of the non-humanlike avatar on social participation.