Featured Research

from universities, journals, and other organizations

Virtual avatars may impact real-world behavior

Date:
February 10, 2014
Source:
Association for Psychological Science
Summary:
How you represent yourself in the virtual world of video games may affect how you behave toward others in the real world, according to new research.

How you represent yourself in the virtual world of video games may affect how you behave toward others in the real world.
Credit: olly / Fotolia

How you represent yourself in the virtual world of video games may affect how you behave toward others in the real world, according to new research published in Psychological Science, a journal of the Association for Psychological Science.

Related Articles


"Our results indicate that just five minutes of role-play in virtual environments as either a hero or villain can easily cause people to reward or punish anonymous strangers," says lead researcher Gunwoo Yoon of the University of Illinois at Urbana-Champaign.

As Yoon and co-author Patrick Vargas note, virtual environments afford people the opportunity to take on identities and experience circumstances that they otherwise can't in real life, providing "a vehicle for observation, imitation, and modeling."

They wondered whether these virtual experiences -- specifically, the experiences of taking on heroic or villainous avatars -- might carry over into everyday behavior.

The researchers recruited 194 undergraduates to participate in two supposedly unrelated studies. The participants were randomly assigned to play as Superman (a heroic avatar), Voldemort (a villainous avatar), or a circle (a neutral avatar). They played a game for 5 minutes in which they, as their avatars, were tasked with fighting enemies. Then, in a presumably unrelated study, they participated in a blind taste test. They were asked to taste and then give either chocolate or chili sauce to a future participant. They were told to pour the chosen food item into a plastic dish and that the future participant would consume all of the food provided.

The results were revealing: Participants who played as Superman poured, on average, nearly twice as much chocolate as chili sauce for the "future participant." And they poured significantly more chocolate than those who played as either of the other avatars.

Participants who played as Voldemort, on the other hand, poured out nearly twice as much of the spicy chili sauce than they did chocolate, and they poured significantly more chili sauce compared to the other participants.

A second experiment with 125 undergraduates confirmed these findings and showed that actually playing as an avatar yielded stronger effects on subsequent behavior than just watching someone else play as the avatar.

Interestingly, the degree to which participants actually identified with their avatar didn't seem to play a role:

"These behaviors occur despite modest, equivalent levels of self-reported identification with heroic and villainous avatars, alike," Yoon and Vargas note. "People are prone to be unaware of the influence of their virtual representations on their behavioral responses."

The researchers hypothesize that that arousal, the degree to which participants are 'keyed into' the game, might be an important factor driving the behavioral effects they observed.

The findings, though preliminary, may have implications for social behavior, the researchers argue:

"In virtual environments, people can freely choose avatars that allow them to opt into or opt out of a certain entity, group, or situation," says Yoon. "Consumers and practitioners should remember that powerful imitative effects can occur when people put on virtual masks."


Story Source:

The above story is based on materials provided by Association for Psychological Science. Note: Materials may be edited for content and length.


Journal Reference:

  1. G. Yoon, P. T. Vargas. Know Thy Avatar: The Unintended Effect of Virtual-Self Representation on Behavior. Psychological Science, 2014; DOI: 10.1177/0956797613519271

Cite This Page:

Association for Psychological Science. "Virtual avatars may impact real-world behavior." ScienceDaily. ScienceDaily, 10 February 2014. <www.sciencedaily.com/releases/2014/02/140210083239.htm>.
Association for Psychological Science. (2014, February 10). Virtual avatars may impact real-world behavior. ScienceDaily. Retrieved November 20, 2014 from www.sciencedaily.com/releases/2014/02/140210083239.htm
Association for Psychological Science. "Virtual avatars may impact real-world behavior." ScienceDaily. www.sciencedaily.com/releases/2014/02/140210083239.htm (accessed November 20, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Thursday, November 20, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Kids React to Lammily, The Realistic Barbie Alternative

Kids React to Lammily, The Realistic Barbie Alternative

Buzz60 (Nov. 19, 2014) Artist Nickolay Lamm's Kickstarter-funded Lammily doll, based on his 'What Would Barbie Look Like as a Real Woman' project, is finally available to buy. Jen Markham explains how the doll's realistic proportions are going over with a test group of second-graders who are used to the impossible measurements of Barbie dolls. Video provided by Buzz60
Powered by NewsLook.com
Trans-Fat Foods Now Linked To Poor Memory

Trans-Fat Foods Now Linked To Poor Memory

Newsy (Nov. 19, 2014) A study presented at the American Heart Association Scientific Sessions shows a link between diets high in trans fats and decreased memory recall. Video provided by Newsy
Powered by NewsLook.com
Creating Lifelong Love of Science and Math

Creating Lifelong Love of Science and Math

AP (Nov. 18, 2014) Kelly Mathews is a new mom on a mission to get girls interested in science, technology, engineering and math, and it starts with her own daughter. The Girl Scouts are doing their part, too, by promoting S.T.E.M. through badges and activities. (Nov. 18) Video provided by AP
Powered by NewsLook.com
3D Fun Improves Child Therapy in Poland

3D Fun Improves Child Therapy in Poland

Reuters - Innovations Video Online (Nov. 17, 2014) Scientists in Poland are helping children with autism and Down's Syndrome better focus on therapeutic exercises by taking them out of their real world environment and into a specially-designed 3D cave in which their imagination can flourish. Jim Drury reports. Video provided by Reuters
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins