The Priming Effects of Avatars in Virtual Settings

  title={The Priming Effects of Avatars in Virtual Settings},
  author={J. Pe{\~n}a and J. Hancock and Nicholas A. Merola},
  journal={Communication Research},
  pages={838 - 856}
  • J. Peña, J. Hancock, Nicholas A. Merola
  • Published 2009
  • Psychology, Computer Science
  • Communication Research
  • The study extends research on the Proteus effect by demonstrating that avatars can prime negative attitudes and cognition in desktop virtual settings. Experiment 1 shows that, after virtual group discussions, participants using black-cloaked avatars developed more aggressive intentions and attitudes but less group cohesion than those using white-cloaked avatars. In Experiment 2, individual participants using a Ku Klux Klan (KKK)-associated avatar created more aggressive Thematic Apperception… CONTINUE READING
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