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they prefer avatars that represent the personality of their ideal self? Does the formality ... Cyrano de Bergerac (Rostand, 1897) was an excellent swordsman and ...
TIIKM Journal of Film, Media and Communication, Vol. 1 No. 1, 2015, pp. 20-24 Copyright © TIIKM ISSN: 2448 – 9328 online DOI: 10.17501/jfmc.2448-9328.1.1103

Exploring Avatar Personality Preferences in Virtual Worlds Laura Aymerich-Franch CNRS-AIST JRL (Joint Robotics Laboratory) Image, Sound, and Synthesis Research Group (GRISS) Abstract Are avatars able to manifest personality? If so, do users select avatars that match their real personality or they prefer avatars that represent the personality of their ideal self? Does the formality of the situation determine the choice? A study was conducted to answer these questions focusing on the specific dimension of extroversion. In the first part of the study, 30 participants rated the perceived extroversion of 40 anthropomorphic avatars of different ages, race, and gender. Clear differences emerged among avatars regarding their extroversion level. In the second part of the study, the avatars that received the highest scores for extroversion were paired with the avatars that received the lowest scores and a new survey was conducted in which participants had to choose between two avatars (extroverted or introverted) in formal and informal situations. In total, 102 participants completed the survey, which contained also an extroversion scale. Results showed that participants significantly prefer extroverted avatars to visit virtual worlds regardless of their real personality (extroversion score). Also, women were more likely to choose extroverted avatars than men. In a division by formal and informal situations, participants significantly preferred extroverted avatars in formal situations whereas they significantly preferred introverted avatars in informal situations. The study contributes to a better understanding of identity representation in virtual contexts. Keywords: avatar, virtual self, virtual reality, mediated embodiment, personality, extroversion

Introduction Cyrano de Bergerac (Rostand, 1897) was an excellent swordsman and a gifted poet. However, he had an extremely large nose. This “huge defect” was the reason for his lack of confidence and self-doubt, which prevented him from expressing his feelings to Roxane, the woman of his dreams. Roxane, on the other hand, had feelings for Christian, a handsome but intellectually ungifted cadet who was also in love with her. Cyrano considered himself so unworthy of Roxane that the only way he came up with to express his feelings was using Christian as his “physical representation” in front of Roxane. Cyrano talked to Roxane “mediated” by Christian’s appearance. Somehow, Cyrano transformed Christian into his “avatar”. Corresponding Author. Email: [email protected] Cyrano de Bergerac (Rostand, 1897) was an excellent swordsman and a gifted poet. However, he had an extremely large nose. This “huge defect” was the reason for his lack of confidence and self-doubt, which prevented him from expressing his feelings to Roxane, the woman of his

Nowadays, the idea behind this play becomes possible thanks to mediated embodiment, the technologically induced illusion of adopting an artificial body in which one perceives to be located (Aymerich-Franch, in press). In virtual environments, which are digitally created spaces that simulate realistic or imaginary places, users embody avatars that physically represent them. The illusion of mediated embodiment is created using digital communication technologies, by providing sight and sound feedback to the user from the perspective of the avatar. Also, physical movements of users are tracked and synchronized with those of the avatar, and spaces are rendered according to users’ movements to make interaction possible with the virtual world (Fox, Arena, & Bailenson, 2009). Sometimes, haptic feedback is implemented to improve the sense of

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embodiment (Stone, 2001). Generally, users are able to see the virtual limbs of their avatars. In addition, fullbody identification with the digital self-representation can be achieved by reflecting the avatar’s appearance in mirrors or other surfaces so users gain knowledge of how they look like and are seen by other users in the virtual environment (Aymerich-Franch, Kizilcec, & Bailenson, 2014; González-Franco, Pérez-Marcos, Spanlang, & Slater, 2010). Embodying a digital self gives users the opportunity to create new identities and explore what it means to be someone different (Turkle, 1999). Furthermore, the possibility to disassociate online actions from in-person lifestyle and identity allows users to feel less vulnerable about self-disclosing and interacting socially (Suler, 2004). Anonymity of the self in online environments may have liberating effects such as reducing inhibition or evaluation anxiety and it “presumably allows one to express one’s true mind, the authentic self, unfettered by concerns of self-presentation, or even physical sanction” (Spears & Lea, 1994, p.430). In connection to this, a previous study found that people tend to be more outgoing, risk-taking, and less thoughtful inside virtual worlds than in their real lives (Messinger et al., 2008). In addition, people that embody more attractive avatars than their real selves tend to be more extraverted, outgoing, and loud in the virtual world than they are in the real world (Messinger et al., 2008). Therefore, it is important to consider avatar’s perceived personality as a relevant variable to understand how users choose the avatars that represent them in virtual worlds. In personality models, extroversion is associated to individuals that enjoy human interactions, are talkative, enthusiastic, assertive, gregarious, and like excitement (Costa & McCrae, 1992). At the opposite end of the spectrum, introverts are more reserved, independent and constant (Costa & McCrae, 1992). Extroversion is considered in the most relevant models of personality including Jung's analytical psychology (Jung, 1921), the Five Factor Model (Costa & McCrae, 1992), the Eysenck’s three-factor model (Eysenck, 1967), or the Raymond Cattell's 16 personality factors (Cattell, Eber, & Tatsuoka, 1970).

The characteristics that define the extroverted pole of the spectrum keep a strong parallelism with those that define the “liberation” taking place in mediated environments. For this reason, users might perceive extroverted avatars as a good match when it comes to achieve the purpose of “self-liberation”. In addition, it is known that users’ behaviors are affected by the visual characteristics of their avatars, a phenomenon known as “Proteus Effect” (Yee & Bailenson, 2007). Thus, avatars that are perceived as extroverted might act as a lever to help users externalize what they consider to be their authentic self. Users might also use these avatars to visually reinforce their ideal self in front of other avatars. Considering the previous statements, the following is expected: H1. People will prefer avatars that are perceived as extroverted to represent them in virtual worlds. H1. People will prefer avatars that are perceived as extroverted to represent them in virtual worlds. RQ1. Is there any relationship between user’s extroversion levels and the preference for extrovertedintroverted avatars? The study also considers whether the formality of the situation (formal vs. informal situations) determines a preference for extroverted or introverted avatars: RQ2 Does the formality of the situation (formal vs. informal) determine users’ preference for extroverted or introverted avatars? Finally, previous works have identified gender differences regarding avatar selection (Dunn and Guadagno, 2012). Thus, the current work explores the relationship between gender and avatar extroversion preference: RQ3. Is there any relationship between gender and the preference for extroverted-introverted avatars?

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Method Participants Survey I: An initial survey to determine the perceived levels of avatar extroversion was completed by 30 participants. They rated the perceived levels of avatar extroversion of 40 avatar representations of different ages, race, and gender from strongly introverted (1) to strongly extroverted (7). Ratings for avatar extroversion ranged between M=1.48 (.50) and M=6.26 (.90). Survey II: A total of 102 participants including 49 males and 52 females, aged 24 to 58 (M=33.38, SD=6.75) filled out the survey. Of the sample, 67% of participants were from Spain, 12% were from other European countries, 13% from Latin America, and the rest were from different countries in Asia or from United States. The surveys were distributed through social networks (Facebook, Twitter, email) and completed voluntarily. Design and measures In the survey, participants first answered basic demographic information (age, gender, country). Then, they completed the extroversion subscale of the Ten Item Personality Measure (Gosling, Rentfrow, & Swann, 2003). After that, they selected avatar preference between two avatars for a total of 10 situations (10 selections). Each avatar pair was composed by an extroverted and an introverted avatar. The five female and five male avatars that received the highest scores for extroversion were paired with the five female and five male avatars that received the lowest scores. Pairs were always of the same sex. The level of extroversion was statistically different for all pairs (p≤.001). Of the 10 selections, four represented formal situations (e.g. if you had a work meeting in a virtual world, you would choose an avatar more similar to...), four represented informal situations (e.g. if you were invited to a virtual party, you would choose an avatar more similar to...), one represented an unknown situation (i.e. if you didn't know what the situation is, you would choose an avatar more similar to...), and one 22

represented all-purpose situations (if you needed an avatar no matter the situation, you would choose an avatar more similar to...). Results Avatar selection was counted as 1 for extroverted avatar selection and 0 for introverted avatar selection. The total number of selections was added as the response variable for overall avatar preference resulting on a value that ranged from 0 to 10. To run the statistical analyses, the sample was split into two: counts of 0 to 4 were considered as a preference for introverted avatars and counts of 6 to 10 were considered as a preference for extroverted avatars, thus resulting in a binomially distributed count. Results of 5 were excluded from the sample. In addition, a subscale for formal situations and a subscale for informal situations were calculated as the result of adding either the four formal selections or the four informal selections. The same procedure was followed to run the statistical analyses. The sample was split into two: counts of 0 to 1 were considered as a preference for introverted avatars, counts of 3 to 4 were considered as a preference for extroverted avatars, and results of 2 were excluded from the sample. A chi-square goodness-of-fit was carried out to examine the main hypothesis. A preference for choosing extroverted avatars (N=62) rather than introverted avatars (N=20), x2(1) = 21.51, p = .000 was identified in overall selection (all situations considered). In formal situations, a preference for extroverted avatars (N=55) over introverted avatars (N=14), x2(1) = 24.36, p = .000 was also identified. Finally, in informal situations the preference was reversed and introverted avatars (N=41) were preferred over extroverted ones (N= 25), x2(1) = 3.88, p = .049 (Figure 1).

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Figure1 Avatar preference (extroverted vs. introverted) in overall choice, formal, and informal situations.

A chi-square test of independence was performed to examine the relationship between avatar personality preference and participant’s level of extroversion. Participants were divided between introverted (scores ≤ 3) and extroverted (scores ≥ 5) depending on their scores in the extroversion test. Participants with scores of 4 were excluded from the test. The relationship between the two variables was not significant for overall selection x2 (1, N=66) = .309, p = .779, formal situations, x2 (1, N=56) = .020, p = 1.000, or informal situations, x2 (1, N=56) = .311, p = .781. Also, a chi-square test of independence was performed to examine the relationship between avatar personality preference and gender. The relationship between these variables was significant for overall selection, x2 (1, N=82) = 5.68, p = .021, as well as for formal situations, x2 (1, N=68) = 10.57, p = .002, but not for informal situations x2 (1, N=66) = .004, p = 1.000. Females were more likely to choose extroverted avatars than males both in overall and in formal situations.

Discussion This study examines avatar personality preference in formal and informal situations. In particular, it examines the dimension of extroversion, which represents particularly well the liberation in social relations and self-disclosure that the anonymity of mediated communications seems to boost. As predicted in hypothesis 1, users show a preference for extroverted avatars to visit virtual worlds. This preference is not linked to the participants’ real levels of extroversion. In addition, women are more likely than men to select extroverted avatars (overall and in formal situations). Regarding the influence of the formality of the situation in determining avatars’ choice, participants significantly prefer extroverted avatars in formal situations. However, for informal situations, the preference becomes the opposite: participants prefer introverted rather than extroverted avatars. The results obtained in the study reinforce the idea that the anonymity of mediated communications facilitates self-disclosure and liberation of the true self and suggest that avatar appearance is selected in accordance to this purpose. In view of these results, a next step to

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take would be to conduct experimental research to further analyze the questions that are examined in this study. Conducting studies in a VR laboratory would help to answer several open questions that remain unanswered after this exploratory study. Experimental works would help to demonstrate whether users significantly prefer extroverted over introverted avatars, as this study suggested. In addition, a better personality assessment of the users is needed before discarding any connection between avatar personality and real user personality. Also, the study found that women were more likely than men to choose extroverted avatars. This finding might indicate that women conceive mediated embodiment as a way to liberate and express themselves to a greater extent than men. Further work is also needed to confirm this finding. The study also found that for informal situations users prefer introverted avatars. More research is also needed to confirm these findings as well as to explain why this difference between formal and informal situations regarding avatar preference occurs. A possible explanation is that extroversion might be perceived as a more important characteristic to posses in formal situations. In formal situations such as work meetings or job interviews people might feel a stronger need to show confidence and determination, which are linked to extroversion. These traits might be less relevant in informal situations. Finally, another limitation is that avatar classification in extroverted or introverted was done solely based on avatar appearance. More advanced methods of classification (such as avatar behavior) should be implemented in future studies. References Amichai-Hamburger, Y., Wainapel, G., & Fox, S. (2002). On Internet no one knows I’m introvert: Extroversion, neuroticism and internet interaction. Cyberpsychology and Behavior, 5, 125-128. Aymerich-Franch, L., Kizilcec, R. F., & Bailenson, J. N. (2014). The Relationship between Virtual Self Similarity and Social Anxiety. Frontiers in Human Neuroscience, 8(November), 1–10. Aymerich-Franch, L. (in press). Mediated embodiment in new communication technologies. In: Khosrow-Pour, M. (Ed), Encyclopedia of Information Science and Technology, 4th Edition. Hershey, PA: IGI Global. Cattell, R.B., Eber, H.W., & Tatsuoka, M.M. (1970). Handbook for the Sixteen Personality Factor Questionnaire 24

(16PF). Champaign, IL: Institute for Personality and Ability Testing Costa, P. T. Jr., & McCrae, R. R. (1992). Four ways five factors are basic. Personality and Individual Differences, 13(6). Dunn, R.A, & Guadagno, R.E. (2012). My avatar and me – Gender and personality predictors of avatar-self discrepancy. Computers in Human Behavior, 28: 97–106. Eysenck, H. J. (1967). The biological basis of personality. Springfield, IL: Thomas Publishing. Fox, J., Arena, D., & Bailenson, J.N. (2009). Virtual Reality: A survival guide for the social scientist. Journal of Media Psychology, 21 (3), 95-113. González-Franco, M., Pérez-Marcos, D., Spanlang, B., & Slater, M. (2010). The Contribution of Real-Time Mirror Reflections of Motor Actions on Virtual Body Ownership in an Immersive Virtual Environment, 111–114. Gosling, S. D., Rentfrow, P. J., & Swann, W. B., Jr. (2003). A Very Brief Measure of the Big Five Personality Domains. Journal of Research in Personality, 37, 504-528. Jung, C. G. (1921) Psychologische Typen. Rascher Verlag, Zurich – translation H.G. Baynes, 1923. Messinger, P., Ge, X., Stroulia, E., Lyons, K., Smirnov, K., & Bone, M. (2008). On the Relationship between My Avatar and Myself. Journal For Virtual Worlds Research, 1(2). Rostand, E. (1897). Cyrano de Bergerac: Heroic Comedy in Five Acts. Ed. Oxford University Press, 1998. Soto, M. ; Ribes, X.; Aymerich, L.; Martínez, G.; & Reinaldo, J. (2008). Effect of interactivity on the enjoyment, entertainment and gratification of audiovisual narratives depending on the personality of receiver, in M. Soto (ed.): iEnter. Workshop on interactive audiovisual entertainment. Abstracts, Bellaterra. Spears, R., & Lea, M. (1994). Panacea or panopticon? The hidden power in computer-mediated communication. Communication Research, 21 (4), 427-459. Stone, R. J. (2001). Haptic feedback: A brief history from telepresence to virtual reality. In Haptic Human-Computer Interaction (pp. 1-16). Springer Berlin Heidelberg. Suler, J. (2004). The online disinhibition CyberPsychology and Behavior, 7, 321–326.

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