Virtually better: Multi-user experiment on avatar self-representation, self-discrepancies, avatar style and self-perceptions in a VR collaboration
Full citation (APA): Bujić, M., Macey, A. L., Kerous, B., Buruk, O., & Hamari, J. (2025). Virtually better: Multi-user experiment on avatar self-representation, self-discrepancies, avatar style and self-perceptions in a VR collaboration. new media & society, 14614448251323904.
Abstract: Immersive multi-user virtual reality (VR) enables users to embody a first-person avatar and through them enact agency over their virtual self-representations and identities. Moreover, these visual representations can profoundly impact users’ thinking and behaviour. Despite this, there is a dearth of understanding of how opportunities to create an avatar versus using a preassigned one might affect users. One of the first pre-registered multi-user collaborative VR experiments, this mixed-method study investigates how customisation agency affects self-perceptions, and what role individual and avatar style differences play in this relationship. Results are limited but suggestive of VR avatars potentially serving as an empowerment tool through taking control over shaping one’s self-image, with interacting influences from self-discrepancy perceptions and avatar styles. Moreover, this article highly emphasises the complex relationships between intra- and interpersonal aspects of experiences. Implications are considered in terms of various contextual aspects and individual experiences and differences.
