Integrating the Influence of Perceiving and Operating Avatars Under the Automaticity Model of Priming Effects

Recent studies have demonstrated how the use of avatars influences perception and behavior in virtual environments. However, the contributions of this research remain scattered as different studies use different theories. This article argues that automatic priming processes are a more parsimonious account for these effects. This perspective assumes that individuals are unconsciously influenced by what they observe. Therefore, avatar features (e.g., dark uniforms) will activate related associations stored in memory (e.g., aggressiveness). These associations will guide subsequent perceptions and behaviors. The article discusses initial support for these assumptions and distills priming insights into concrete propositions. This article also identifies the previous theoretical groupings connected to the effects of perceiving and operating avatars and contrasts their assumptions against the automaticity perspective.