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Title: My avatar and the affirmed self : psychological and persuasive implications of avatar customization
Authors: Kang, Hyunjin
Kim, Hye Kyung
Keywords: Social sciences::Communication
Issue Date: 2020
Source: Kang, H. & Kim, H. K. (2020). My avatar and the affirmed self : psychological and persuasive implications of avatar customization. Computers in Human Behavior, 112, 106446-.
Project: M4081900.060
Journal: Computers in Human Behavior
Abstract: Avatars are now used widely across digital content and services, and creating one's own avatar through customization has become a common user activity on digital media. This study focuses on the process involved in avatar customization, which requires engaged self-reflection. We test whether avatar customization enhances persuasive effects through self-affirmation in three lab experiments. Study 1 (N = 126) finds that avatar customization meets the key criteria of the self-affirmation task—self-appraisal and self-awareness—equivalent to a widely-used self-affirmation method based on essay writing. The study also finds that avatar customization significantly enhances how participants feel about themselves. Study 2a (N = 102) and 2b (N = 76) further shows that avatar customization (vs. a matched control) improves persuasion by reducing defensive processing of self-threatening health information. The findings offer important insights for understanding the psychology of avatar customization and its potential utility in communications practice.
ISSN: 0747-5632
DOI: 10.1016/j.chb.2020.106446
Rights: © 2020 Elsevier Ltd. A. All rights reserved. This paper was published in Computers in Human Behavior and is made available with permission of Elsevier Ltd.
Fulltext Permission: embargo_20221207
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Journal Articles

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