Creating avatars for technology usage: Context matters.

This study examines whether the context within which avatars are used leads users towards different avatar creations that emphasize particular personality attributes, either similar or dissimilar to their own personalities, and whether this leads to differences in identification. To examine this, 36 participants created avatars in two different game contexts: one for entertainment and one for learning purposes. The results were rated by independent coders. Avatars in the learning context were perceived to be more competent, warmer and more emotionally stable compared to avatars for entertainment. Further, avatars created for learning were perceived as more dissimilar to the participants themselves, which, in turn, led to lower identification with learning avatars compared to avatars for entertainment purposes. The implications of these results are discussed in light of design applications.