STATS
& THOUGHTS
Step-by-step guides on statistical approaches, the papers published which led me to them, and other problems that made me angry.
When avatars shape us: VR makes the “Proteus effect” stronger
Synthesizing fifty-six experimental studies of the “Proteus effect” (meta-analysis), we examined what conditions make the proteus effect stronger rather than whether or not it exists. The cautious answer: the Proteus effect is robust but probably a bit smaller than headline estimates, and still stronger in VR.
The Proteus effect: the phenomena that people tend to align their feelings and behaviors with the identity of the online avatar they embody/inhabit while online.
If your avatar looks taller, you feel more confident; if it looks athletic, you might push a little harder in a workout. Our meta-analysis paper takes stock of the most reliable existing studies of this effect and asks:
When does the Proteus effect show up most reliably?
The cautious answer: the Proteus effect is robust but probably a bit smaller than headline estimates, and still stronger in VR.
What we did (methods)
Synthesizing 56 experimental studies of the Proteus effect using meta-analysis, we examined what conditions make the proteus effect stronger rather than whether or not it exists.
Two characteristics of prior study designs stand out:
Hardware modality: studies using virtual reality (VR) headsets versus flat screens.
Software type: studies using commercial, off-the-shelf software versus custom-built research software.
Headline findings
The Proteus effect is reliable, small-to-medium in size.
VR produces stronger Proteus effects than flat screens… Embodying an avatar in VR typically moves people more than piloting the same kind of avatar on a monitor.
Commercial vs. custom software? We find no clear winner… Studies using professionally produced platforms and those using bespoke research software showed statistically similar effect sizes.
The best theoretical reason for why VR might matter more is likely: avatar embodiment. VR more often links physical movements to the digital avatar in real time, narrows your sensory (visual, auditory) field to the virtual scene, and elevates feelings of self-presence, i.e., a felt sense of “being there.”
Key takeaways
Across five dozen experiments analyzed in our study, we found signficant evidence that adopting an avatar tends to nudge people toward that avatar’s identity (i.e., the “Proteus effect”), and VR makes that nudge significantly more reliable when under observation.
Scholars of the Proteus effect should design future studies responsibly: amplify embodiment where beneficial, measure and report design details transparently, preregister analyses, and build safeguards for when identity cues might push too hard. Done well, avatar design can be a lever for skill building, empathy, and healthier habits—not just a costume change.
Recommended citation
Beyea, D., Ratan, R., Lei, Y., Liu, H., Hales, G. E., & Lim, C. (2022). A New Meta-Analysis of the Proteus Effect: Studies in VR Find Stronger Effect Sizes. PRESENCE: Virtual and Augmented Reality, 31, 189–202. https://doi.org/10.1162/pres_a_00392