The marketing literature on the graphical representation of the online consumer and its effects on consumption and exchanges is still in its infancy. This article contributes by carrying out a multidisciplinary synthesis on this theme. The proposed integrative model focuses on the identification with the avatar, its antecedents and consequences in a commercial context. Based on this framework, the article concludes with specific propositions for future research in this domain.
AasBGMeyerbrökerKEmmelkampPMG (2010) What am I – and if so, where? A study of personality in virtual realities. Journal of Virtual Worlds Research2(5). Available at: http://dare.uva.nl/document/213757
2.
AlgharabatRDennisC (2012) The effects of progressive levels of 3D authenticity antecedents and consequences on consumers’ virtual experience. In: Proceedings of the Academy of Marketing Conference, Southampton, UK, 2–5 July.
3.
AndersonTC (2000) The body and communities in cyberspace: A Marcellian analysis. Ethics and Information Technology25(3): 153–158.
4.
AnimeshAPinsonneaultAYangS-BOhW (2011) An odyssey into virtual worlds: Exploring the impacts of technological and spatial environments on intention to purchase virtual products. MIS Quarterly35(3): 789–810.
5.
ArakjiRYLangKR (2008) Avatar business value analysis: A method for the evaluation of business value creation in virtual commerce. Journal of Electronic Commerce Research9(3): 207–218.
6.
BailensonJYeeNMergetDSchroederR (2006) The effect of behavioral realism and form realism of real-time avatar faces on verbal disclosure, non- verbal disclosure, emotion recognition and copresence in dyadic interaction. Presence15(5): 259–372.
BéliardA-S (2009) Pseudos, avatars et bannières: La mise en scène des fans, Etude d’un forum de fans de la série téléviséePrison Break. Terrains et travaux15(1): 191–212.
12.
BélisleJ-FBodurH.O (2010) Avatars as information: Perception of consumers based on their avatars in virtual worlds. Psychology & Marketing27(8): 741–765.
13.
BelkR (1988) Possessions and the extended self. Journal of Consumer Research10(2): 139–168.
14.
Ben MimounMSPoncinIGarnierM (2010) Virtual sales agents: A new typology to explain the gap between literature and reality. Proceedings of the Academy of Marketing Conference, Coventry, UK, July.
15.
Ben MimounMSPoncinIGarnierM (2012) Case Study – Embodied Virtual Agents: an analysis on reasons for failure. Journal of Retailing and Consumer Services19(6): 605–612.
16.
BenteGRüggenbergSKrämerNC (2004) Social presence and interpersonal trust in avatar-based collaborative net-communications. In: 7th Annual International Workshop on Presence 2004. Valencia: Editorial Universidad Politécnica de Valencia, pp.54–61.
17.
BessièreKSeayAFKieslerS (2007) The ideal elf: Identity exploration in World of Warcraft. CyberPsychology and Behavior10(4): 530–535.
18.
BioccaF (1997) The cyborg’s dilemma: Progressive embodiment in virtual environments. Journal of Computer-Mediated Communication3(2). Available at: http://jcmc.indiana.edu/vol3/issue2/biocca2.html
19.
BlinkaL (2008) The relationship of players to their avatars in MMORPGs: Differences between adolescents, emerging adults and adults. Cyberpsychology: Journal of Psychological Research on Cyberspace2(1).Available at: http://www.cyberpsychology.eu/view.php?cisloclanku=2008060901&article=5
20.
BourlakisMPapagiannidisSLiF (2009) Retail spatial evolution: Paving the way from traditional to metaverse retailing. Electronic Commerce Research9: 135–148.
21.
CarùACovaB (2003) Approche empirique de l’immersion dans l’expérience de consommation: les opérations d’appropriation. Recherche et Applications en Marketing18(2): 47–65.
22.
CarùACovaB (2006a) How to facilitate immersion in a consumption experience: Appropriation operations and service elements. Journal of Consumer Behavior5: 4–14.
23.
CarùACovaB (2006b) Expériences de consommation et marketing experiential. Revue Française de Gestion (162): 99–113.
24.
CarùACovaB (2006c) Expériences de marque: Comment favoriser l’immersion du consommateur. Décisions Marketing (41) (January–March): 43–52.
25.
ChaJ (2011) Exploring the Internet as a unique shopping channel to sell both real and virtual items: a comparison of factors affecting purchase intention and consumer characteristics. Journal of Electronic Commerce Research12(2): 115–132
26.
CharfiAVolleP (2011) L’expérience d’immersion en ligne: un nouvel outil pour les sites web commerciaux. Revue Française de Marketing234–235: 49–65.
ChoiDKimJ (2004) Why people continue to play online games: In search of critical design factors to increase customer loyalty to online contents. CyberPsychology and Behavior7(1): 11–24.
29.
ChungD (2005) Something for nothing: Understanding purchasing behaviors un social virtual environments. CyberPsychology and Behavior8(6): 538–554.
30.
CreteDSt OngeAMerleAArsenaultFNantelJ (2008) Personalized avatar, a new way to improve communication and e-service. In: Proceedings of the 37th EMAC Conference, Brighton, UK, 27–30 May.
31.
CogerinoA (2009) La construction de l’avatar sur Second Life: un jeu de contraintes entre la réalité et la société virtuelle. Adolescence27(3): 621–629.
32.
CoulombeM (2010) Le monde sans fin des jeux video. Paris: PUF.
33.
CuiJAghajanYLacroixJHalterenAVAghajanH (2009) Exercising at home: Real-time interaction and experience sharing using avatars. Entertainment Computing1: 63–73.
34.
DavisAMurphyJOwensDKhazanchiDZigursI (2009) Avatars, people, and virtual worlds: Foundations for researches in metaverses. Journal of the Association for Information Systems10(2): 90–117.
35.
DiesbachBP (2003) Virtual agents and stickiness online: Proposition of an integrative model. In: Proceedings of the 8th Conference on 3D Web Technology, Saint-Malo, France, 9–12 March.
36.
DucheneautNWenMYeeNWadleyG (2009) Body and mind: A study of avatar personalization in three virtual worlds. In: Proceedings of CHI 2009, Boston, MA, 4–9 April.
37.
El KamelLRigaux-BricmontB (2011) Les apports du postmodernisme à l’analyse des univers virtuels comme expérience de consommation. Cas de Second Life. Recherche et Applications en Marketing26(3): 71–92.
38.
FeldonDFKafaiYB (2008) Mixed methods for mixed reality: Understanding users’ avatar activities in virtual worlds. Educational Technology, Research and Development56(5/6): 575–593.
39.
FioreAMJinH-J (2003) Influence of image interactivity on approach responses toward and online retailer. Internet Research13(1): 38–48.
40.
FioreAMJinH-JKimJ (2005) For fun and profit: Hedonic value from image interactivity and responses toward an online store. Psychology & Marketing22(8): 669–694.
41.
FioreAMKimJ (2007) An integrative framework capturing experiential and utilitarian shopping experience. International Journal of Retail & Distribution Management35(6): 421–442.
42.
FioreAMKimJLeeH-H (2005) Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing19(3): 38–48.
43.
ForestF (2009) La communautés des frères branches. Adolescence69(3): 667–677.
44.
FornerinoMHelme-GuizonAGottelandD (2008) Expériences cinématographiques en état d’immersion: effets sur la satisfaction. Recherche et Applications en Marketing23(3): 93–111.
45.
FoxJBailensonJ (2009) Visual self-modeling: The effects of vicarious reinforcement and identification on exercise behaviors. Media Psychology12(1): 1–25.
46.
FoxJBailensonJ (2010) The use of doppelgängers to promote health behavior change. CyberTherapy and Rehabilitation3(2): 16–17.
47.
FoxJBailensonJ (in preparation) Physiological reactions to the virtual self. CyberTherapy and Rehabilitation.
48.
FranceschiKLeeRMZanakisSHHindsD (2009) Engaging group e-learning in virtual worlds. Journal of Management Information Systems26(1): 73–100.
49.
GarnierMPoncinI (2009) To be or not to be? Virtual experience and immersion on a 3D commercial website. In: CampbellMCInmanJPietersR (eds) Advances in Consumer Research, 37. Pittsburgh, PA: Association for Consumer Research.
50.
GoëlLJohnsonNAJunglasIIvesB (2011) From space to place: Predicting users’ intentions to return to virtual worlds. MIS Quarterly35(3): 749–771.
HalfhillTR (1996) Agents and avatars. Byte21 (February): 69–72.
56.
HajjiMTordoF (2009) Avatars et moi! La fonction psychologique de la multiplicité des avatars dans les jeux vidéo. Adolescence37(3): 657–665.
57.
HansenS.S (2009) Brands inspiring creativity and transpiring meaning: an ethnographic exploration of virtual world play, Journal of Interactive Advertising, 9(2). Available at: jiad.org/article113
58.
HarrisL.CGoodeM.M.H (2010) Online servicescapes, trust, and purchase intentions, Journal of Services Marketing, 24, 3, 230–243.
59.
HayesE (2005) Women, video gaming and learning: beyond stereotypes, TechTrends, 49, 5, 23–28.
60.
HempP (2006) Avatar-based marketing, Harvard Business Review, Juin, 48–61.
61.
HoffmanDNovakT (1996) Marketing in hypermedia computer-mediated environments: conceptual foundations, Journal of Marketing, 60, 50–68.
62.
HolbrookM.BHirschmanE.C (1982) The experiential aspects of consumption: consumer fantasy, feelings and fun, Journal of Consumer Research, 9, 2, 132–140.
63.
HussainZGriffithsM.D (2008) Gender swapping and socializing in cyberspace: an exploratory study, CyberPsychology and Behavior, 11, 1, 47–53.
JinSAA (2010a) Does imposing a goal always improve exercise intentions in avatar-based exergames? The moderating role of interdependent self-construal on exercise intentions and self presence. Cyberpsychology, Behavior and Social Networking13(3): 335–339.
68.
JinSAA (2010b) ‘I feel more connected to the physically ideal Mini Me than the mirror-image Mini Me’: Theoretical implications of the ‘malleable self’ for speculations on the effects of avatar creation on avatar-self connection in WII. Cyberpsychology, Behavior and Social Networking13(5): 567–570.
69.
JinSAA (2011) ‘It feels right. Therefore, I feel present and enjoy’: The effects of regulatory fit and the mediating roles of social presence and self-presence in avatar-based 3D virtual environments. Presence20(2): 105–116.
JinSAAParkN (2009) Parasocial interaction with my avatar: Effects of interdependent self-construal and the mediating role of self-presence in an avatar-based console game, WII. CyberPsychology and Behavior12(6): 723–727.
72.
JonesDE (2006) I, Avatar: Constructions of self and place in Second Life and the technological imagination. Journal of Communication, Culture and Technology6: 1–32.
73.
JoyASherryJFJr (2003) Speaking of art as embodied imagination: A multisensory approach to understanding aesthetic experience. Journal of Consumer Research30(2): 259–282.
KangH-SYangH-D (2004) The effect of anonymity on the usage of avatar: comparison of Internet Relay Chat and Instant Messenger. In: Proceedings of the Tenth American Conference on Information Systems. New York, pp.2734–2743.
76.
KimJForsytheS (2008) Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing22(2): 45–59.
77.
KimJForsytheS (2009) Adoption of sensory enabling technology for online apparel shopping. European Journal of Marketing43(9/10): 1101–1120.
78.
KimTBioccaF (1997) Telepresence via television: Two dimensions of telepresence may have different connections to memory and persuasion. Journal of Computer Mediated Communication3(2): 1–26.
79.
KimYJBakerJSongJ (2007) An exploratory study of social factors influencing virtual community members’ satisfaction with avatars. Communications of the Association for Information Systems20: 567–593.
80.
KimYSundarSS (2012) Visualizing ideal self vs actual self through avatars: Impacts on preventive health outcomes. Computers in Human Behavior28: 1356–1364.
KonijnEAHoornJF (2005) Some like it bad: Testing a model for perceiving and experiencing fictional characters. Media Psychology7(2): 107–144.
85.
KoufarisM (2002) Applying the technology acceptance model and flow theory to online consumer behaviour. Information Systems Research13(2): 205–223.
86.
KuJJangHJKimKUKimJHParkSHLeeJHKimJJKimIYKimSI (2005) Experimental results of affective valence and arousal to avatar’s facial expressions. CyberPsychology and Behavior8(5): 493–503.
87.
LadweinR (2003) Les méthodes de l’appropriation de l’expérience de consommation: le cas du tourisme urbain. In: RémyEGarubuau-MoussaouiIDesjeuxDFilserM (eds) Société, consommation et consommateurs. Paris: L’Harmattan, pp.85–98.
88.
LeeOShinM (2004) Addictive consumption of avatars in cyberspace. CyberPsychology and Behavior7(4): 417–420.
89.
LehdonvirtaMLehdonvirtaVBabaA (2011) Prosocial behaviour in avatar-mediated interaction: the influence of character gender on material versus emotional help-giving. On the Horizon19(3): 165–173.
90.
LehuJ-MBressoudE (2008) L’acceptabilité du placement de marques dans les jeux vidéo: une application aux joueurs de 15–35 ans. In: Actes du Congrès de l’Association Française du Marketing, Paris, France.
91.
LemoineJ-FNotebaertJ-F (2011) Agent virtuel et confiance des internautes vis-à-vis d’un site web. Décisions Marketing (31): 47–53.
92.
LennonK (2004) Imaginary bodies and worlds. Inquiry47: 107–122.
93.
LewisMLWeberRBowmanND (2008) ‘They may be pixels, but they’re MY pixels’: Developing a metric of character attachment in role-playing video games. CyberPsychology and Behavior11(4): 515–517.
94.
LiHDaughertyTBioccaF (2001) Characteristics of virtual experience in electronic commerce: A protocol analysis. Journal of Interactive Marketing15(3): 13–30.
95.
LimSReevesB (2010) Responses to interactive game characters controlled by a computer versus other players. International Journal of Human-Computer Studies68(1-2): 57–68.
MalterAJRosaJAGarbarinoEC (2008) Using virtual models to evaluate real products for real bodies. In: LeeAYSomanD (eds) Advances in Consumer Research, 35. Duluth, MN: Association for Consumer Research, pp.87–88.
MeamberLAVenkateshA (1999) The flesh is made symbol: An interpretive account of contemporary bodily performance art. In: ArnouldEJScottLM (eds) Advances in Consumer Research, 26. Provo, UT: Association for Consumer Research, pp. 190–194.
100.
MerleASt-OngeASenecalS (2009) Do I recognize myself in this avatar? An exploratory study of self-congruity and virtual model personalization level. In: The 5th World Conference on Mass Customization and Personalization, MCPC, Helsinki, Finland.
101.
MerleASt-OngeASenecalS (2011) Est-ce que je me reconnais dans cet avatar ? L’influence de la congruence de l’avatar sur les réponses des consommateurs. In: Actes du Congrès de l’Association Française du Marketing, Brussels, Belgium.
MikropoulosTAStrouboulisV (2004) Factors that influence presence in educational virtual environments. CyberPsychology and Behavior7(5): 582–591.
105.
MorinA (2004) A neurocognitive and socioecological model of self-awareness. Genetic, Social, and General Psychology Monographs130(3): 197–222.
106.
MurrayKBBellmanS (2011) Productive play time: The effect of practice on consumer demand for hedonic experiences, Journal of the Academy of Marketing Science39(3): 376–391.
107.
NantelJ (2004) My virtual model: Virtual reality comes into fashion, Journal of Interactive Marketing18(3): 73–86.
108.
NiedenthalPMBarsalouLWWinkielmanPKrauh-GruberSRicS (2005) Embodiment in attitudes, social perception and emotion. Personality and Social Psychology Review9(3): 184–211.
109.
NovakTPHoffmanDLYungYF (2000) Measuring the customer experience in online environments: A structural modeling approach. Marketing Science19(1): 22–44.
NowakKLRauhC (2006) The influence of the avatar on online perceptions of anthropomorphism, androgyny, credibility, homophily, and attraction. Journal of Computer-Mediated Communication11(1). Available at: onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2006.tb00308.x/full.
112.
NowakKLRauhC (2008) Choose your ‘buddy icon’ carefully: The influence of avatar androgyny, anthropomorphism and credibility in online interactions. Computers in Human Behavior24: 1473–1493.
113.
PaceTHoussianAMcArthurV (2008) Are socially exclusive values embedded in the avatar creation interfaces of MMORPGs?Journal of Information, Communication and Ethics in Society7 (2/3): 192–210.
114.
ParmentierGRollandS (2009) Les consommateurs des mondes virtuels: construction identitaire et expérience de consommation dans Second Life. Recherche et Applications en Marketing24(3): 43–56.
115.
PeñaJHancockJTMerolaNA (2009) The priming effects of avatars in virtual settings. Communication Research20(10): 1–19.
116.
PengW (2008) The mediational role of identification in the relationship between experience mode and self-efficacy: Enactive role-playing versus passive observation. CyberPsychology and Behavior11(6): 649–652.
117.
PineBJGilmoreJ (1999) The Experience Economy: Work is Theatre and Every Business a Stage. Cambridge, MA: HBS Press.
118.
PoncinIGarnierM (2010) L’expérience sur un site de vente 3D. Le vrai, le faux et le virtuel: à la croisée des chemin. Management et Avenir2(32): 173–191.
119.
PoncinIGarnierM (2012) Immersion in a new commercial virtual environment: The role of the avatar in the appropriation process. In: Gürhan-CanliZOtnesCZhuR (eds) Advances in Consumer Research, 40. Vancouver, Canada: Association for Consumer Research.
120.
RajuPS (1980) Optimum stimulation level: Its relationship to personality, demographics, and exploratory behaviour. Journal of Consumer Research7: 272–282.
121.
RatchfordBT (2001) The economics of consumer knowledge. Journal of Consumer Research27(4): 397–411.
122.
RheeCSandersGLSimpsonNC (2010) I, myself and e-myself. Communications of the ACM, 53(6): 154–157.
123.
RivaGGaggioliAMantovaniF (2008) Are robots present? From motor simulation to ‘being there’. CyberPsychology and Behavior11(6): 631–636.
124.
RosaJAGarbarinoECMalterAJ (2006) Keeping the body in mind: The influence of body esteem and body boundary aberration on consumer beliefs and purchase intentions, Journal of Consumer Psychology16(1): 79–91.
125.
RoseSClarkMSamouelPHairN (2012) Online customer experience in e-retailing: An empirical model of antecedents and outcomes. Journal of Retailing88(2): 308–322.
126.
Rossé-BrillaudE (2009) La figure de l’avatar dans la construction identitaire contemporaine. Adolescence69(3): 611–620.
127.
SchoutenJW (1991) Selves in transition: Symbolic consumption in personal rites of passage and identity reconstruction. Journal of Consumer Research17: 412–425.
128.
SchroederR (2002) Social interaction in virtual environments: Key issues, common themes, and a framework for research. In: SchroederR (ed.) The Social Life of Avatars: Presence and Interaction in Shared Virtual Environments. London: Springer-Verlag.
129.
SchultzeU (2010) Embodiment and presence in virtual worlds: A review. Journal of Information Technology25: 434–449.
130.
ShulgaT (2003) Présence médiatisée et construction de l’espace d’interaction. Comparaison entre jeux de rôle classiques et MMORPG. Les cahiers du numérique4(2): 101–115.
131.
SirgyMJ (1982) Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9 (December): 287–300.
132.
SirgyMJ (1986) Self-congruity: Toward a Theory of Personality and Cybernetics. New York: Praeger.
133.
SmahelDBlinkaLLedabylO (2008) Playing MMORPGs: Connections between addiction and identifying with a character. CyberPsychology and Behavior11(6): 715–718.
134.
SnyderMSwannWB (1978) Behavioral confirmation in social interaction: From social perception to social reality. Journal of Experimental Social Psychology, 14(2): 148–162.
135.
SnyderMTakeEDBerscheidE (1977) Social perception and interpersonal behavior: On the self-fulfilling nature of social stereotypes. Journal of Personality and Social Psychology35(9): 656–666.
136.
SongKFioreAMParkJ (2007) Telepresence and fantasy in online apparel shopping experience. Journal of Fashion Marketing and Management11(4): 553–570.
SuhK-SLeeYe (2005) The effects of virtual reality on consumer learning: An empirical investigation. MIS Quarterly29(4): 673–697.
139.
SuhK-SKimHSuhE.K (2011) What if your avatar looks like you? Dual-congruity perspectives for avatar use. MIS Quarterly35(3): 711–729.
140.
SungYMoonJHKangMLinJ-S (2011) Actual self vs avatar self: The effect of online situation on self-expression. Journal of Virtual Worlds Research4(1). Available at: journals.tdl.org/jvwr/index.php/jvwr/article/view/1927.
141.
TalamoALigorioB (2001) Strategic identities in cyberspace. CyberPsychology and Behavior4(1): 109–122.
142.
TaylorTL (1999) Life in virtual worlds: Plural existence, multimodalities, and other online research challenges. The American Behavioral Scientist43(3): 436–449.
143.
TaylorTL (2002) Living digitally: Embodiment in virtual worlds. In: SchroederR (ed.) The Social Life of Avatars: Presence and Interaction in Shared Virtual Environments. London: Springer-Verlag.
144.
ThompsonCJHirschmanE (1995) Understanding the socialized body: A poststructuralist analysis of consumers’ self-conceptions, body images and self-care products. Journal of Consumer Research22: 139–153.
145.
TisseronS (2008) Virtuel, mon amour. Penser, aimer, souffrir, à l’ère des nouvelles technologies. Paris: Albin Michel.
146.
TisseronS (2009) L’ado et ses avatars. Adolescence27(3): 591–600.
147.
TurkleS (1984) The Second Self, Computers and the Human Spirit. Cambridge, MA: MIT Press.
148.
TurkleS (1994) Constructions and reconstructions of self in virtual reality: playing in the MUDs. Mind, Culture, And Activity1(3): 158–167.
149.
TurkleS (1995) Life on the Screen: Identity in the Age of the Internet. New York: Simon and Schuster.
150.
TurkleS (2007) Authenticity in the age of digital companions. Interaction Studies8(3): 501–511.
151.
UlusoyEVicdanH (2008) Bodily experiences of Second Life consumers. In: McGillALShavittS (eds) Advances in Consumer Research, 36. Duluth, MN: Association for Consumer Research (video).
152.
Van VugtHCHoornJFKonijnEAde Bie DimitriadouA (2006) Affective affordances: Improving interface character engagement through interaction. International Journal of Human-computer Studies64: 874–888.
153.
Van VugtHCKonijnEAHoornJFKeurIEliënsA (2007) Realism is not all! User engagement with task-related interface characters. Interacting with Computers, 19: 267–280.
154.
VasalouAJoinsonAN (2009) Me, myself and I: The role of interactional context on self-presentation through avatars. Computers in Human Behavior25: 510–520.
155.
VervilleDLafranceJ-P (1999) L’art de bavarder sur Internet. Réseaux17(97): 179–209.
156.
VicdanHUlusoyE (2008) Symbolic and experiential consumption of body in virtual worlds: From (dis)embodiment to symembodiment. Journal of Virtual Worlds Research1(2). Available at: journals.tdl.org/jvwr/index.php/jvwr/article/view/347.
157.
VincentF (2011) Transe et réalité virtuelle. L’Home Religiosus à l’ère des nouvelles technologies. Sociétés111(1): 49–56.
158.
ViotCBressollesG (2012) Les agents virtuels intelligents: quels atouts pour la relation client?Décisions Marketing (65): 45–56.
159.
VoisenatC (2009) Comment peut-on être troll ? Le joueur et ses personnages dans l’univers de World of Warcraft. Terrains52: 126–141.
160.
Von der PüttenAMKrämerNCGratchJKangS-H (2010) ‘It doesn’t matter what you are!’ Explaining social effects of agents and avatars. Computers in Human Behavior26: 1641–1650.
161.
WennbergT (2000) Virtual life: Self and identity redefined in the new media age. Digital Creativity11(2): 65–74.
WhittyMTYoungGGoodingsL (2011) What I won’t do in pixels: Examining the limits of taboo violation in MMORPGs. Computers in Human Behavior27: 268–275.
164.
WolfendaleJ (2007) My avatar, my self: virtual harm and attachment. Ethics and Information Technology9: 111–119.
165.
WuJLiPRaoS (2008) Why they enjoy virtual game worlds. Journal of Electronic Commerce Research9(3): 219–230.
166.
YeeNBailensonJN (2007) The Proteus effect: The effect of transformed self-representation on behaviour. Human Communication Research33: 271–290.
167.
YeeNBailensonJN (2009) The difference between being and seeing: The relative contribution of self-perception and priming to behavioral changes via digital self-representation. Media Psychology12: 195–209.
168.
YeeNBailensonJNDucheneautN (2009) The Proteus effect: Implications of transformed digital self-representation on online and offline behavior, Communication Research36: 285–312.
169.
YeeNEllisJDucheneautN (2009) The tyranny of embodiment. Artifact2: 1–6.
170.
YeeNBailensonJNUrbanekMChangFMergetD (2007) The unbearable likeness of being digital: The persistence of nonverbal social norms in online virtual environments. The Journal of CyberPsychology and Behavior10: 115–121.
171.
YeeNHarrisHJabonMBailensonJN (2011) The expression of personality in virtual worlds. Social Psychology and Personality Science2(1): 5–12.
172.
YuY (2007) Modeling realistic virtual hairstyles. In: AlexaMGortlerSJJuT (eds) 9th Pacific Conference on Computer Graphics and Applications. USA: IEEE Computer Society, pp. 295–304.
173.
ZuckermanM (1971) Dimensions of sensation seeking, Journal of Consulting Psychology, 36: 45–52.
