The Priming Effects of Avatars in Virtual Settings

@article{Pea2009ThePE,
  title={The Priming Effects of Avatars in Virtual Settings},
  author={Jorge Pe{\~n}a and Jeffrey T. Hancock and Nicholas Aaron Ross Merola},
  journal={Communication Research},
  year={2009},
  volume={36},
  pages={838 - 856}
}
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… 

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