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The Proteus Effect: Exploring the Influence of Avatar Characteristics on User Behavior in Virtual Environments

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  • Jacquemin, Philippe
  • Gräf, Miriam
  • Shayan, Milena

Abstract

The integration of immersive technologies such as virtual reality (VR), augmented reality (AR), and the metaverse has intensified research on avatar-mediated interactions. A key phenomenon in this context is the Proteus Effect, which posits that individuals unconsciously adapt their behaviors and attitudes to align with their avatars’ characteristics. Rooted in psychological theories like self-perception theory, deindividuation theory, and behavioral confirmation, the Proteus Effect has been shown to influence social behaviors, confidence, and self-disclosure. This paper presents a structured literature review (SLR) to synthesize existing research, categorizing studies into behavioral and attitudinal measures. Behavioral studies explore how avatars impact observable actions, while attitudinal focuses on the psychological effects of avatar embodiment. Findings indicate that avatar attributes, like attractiveness, height, and realism, significantly influence user interactions, self-perception, and social behaviors. We outline a research agenda that proposes future directions, emphasizing long-term psychological, social, and behavioral consequences of avatar embodiment in virtual environments

Suggested Citation

  • Jacquemin, Philippe & Gräf, Miriam & Shayan, Milena, 2025. "The Proteus Effect: Exploring the Influence of Avatar Characteristics on User Behavior in Virtual Environments," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 156719, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    • Handle: RePEc:dar:wpaper:156719
    Note: for complete metadata visit http://tubiblio.ulb.tu-darmstadt.de/156719/
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