My avatar and the affirmed self: Psychological and persuasive implications of avatar customization

Avatars are now used widely across digital content and services, and creating one's own avatar through customization has become a common user activity on digital media. This study focuses on the process involved in avatar customization, which requires engaged self-reflection. We test whether avatar customization enhances persuasive effects through self-affirmation in three lab experiments. Study 1 (N = 126) finds that avatar customization meets the key criteria of the self-affirmation task—self-appraisal and self-awareness—equivalent to a widely-used self-affirmation method based on essay writing. The study also finds that avatar customization significantly enhances how participants feel about themselves. Study 2a (N = 102) and 2b (N = 76) further shows that avatar customization (vs. a matched control) improves persuasion by reducing defensive processing of self-threatening health information. The findings offer important insights for understanding the psychology of avatar customization and its potential utility in communications practice.