Priming or Proteus Effect? Examining the Effects of Avatar Race on In-Game Behavior and Post-Play Aggressive Cognition and Affect in Video Games

This research uses a 2 x 2 factorial experiment to further investigate the Proteus effect for avatar race observed in previous research by measuring in-game behavior, the use of stereotypes to describe the avatar, and perceived embodiment of the avatar. Participants played a boxing video game as White or Black avatar against a White or Black avatar. Results revealed no main effects for avatar race, but embodiment was found to moderate the relationship between avatar race and in-game behavior. Subsequent probing of this interaction revealed that the Proteus effect was demonstrated for those who experienced greater embodiment. Avatar race was unrelated to the use of stereotypes, but main effects for aggressive cognition and affect were found. Also, same-race conditions demonstrated increased aggressive behavior compared to opposite-race conditions. Theoretical implications of these findings are discussed.