The Proteus Effect
"Yee and Bailenson14 proposed that behavioral shifts can occur via identity cues that exist as graphical representations of users in the form of avatars. The researchers term this the Proteus Effect, and suggest that individuals infer their expected actions from the appearance of their avatars, and then subsequently conform to the behavior. In a study which demonstrated the effect of avatar height on participants’ behavior, it was found that participants with taller avatars maintained smaller social distances and were more intimate with the confederate14. Subsequent studies found support for the Proteus Effect in various virtual environments and settings15, 16." (unknown author)
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