Abstract:
The article presents a review of research on the Proteus effect, understood as changes in users’ self-perception and behavior under the influence of their avatars’ appearance. The relevance of this topic is associated with the expanding use of avatars in virtual reality, video games, social platforms, and digitally mediated psychological interaction. Avatars increasingly function not only as technical representations of users but also as means of bodily, social, and personal self-presentation. Their characteristics may influence body perception, perceived abilities, emotional responses, empathy, communication, gaming motivation, and behavior in virtual environments. Systematizing the accumulated evidence is necessary to clarify the boundaries, conditions, mechanisms, and practical potential of the Proteus effect. The aims to systematize international research on the Proteus effect and identify its main domains, conditions, and mechanisms. The review is based on a theoretical and comparative analysis of 65 international and Russian empirical studies, reviews, and meta-analyses. The main domains include bodily self-perception, cognitive changes and self-concept, empathy and emotion regulation, social behavior, gaming involvement, and gaming disorder. The influence of an avatar depends not only on its visual and semantic characteristics but also on immersion, embodiment, identification with the digital representation, personalization, active interaction, and the user–avatar bond. The effect may involve changes in bodily sensations, perceived abilities, emotional reactions, empathy, communicative activity, and gaming motivation. Alongside constructive outcomes, the literature indicates risks of reinforcing stereotypical behavior and problematic gaming involvement. Russian-language studies of the virtual self, virtual identity, and the digital body are considered as a related theoretical context. The Proteus effect is a multidimensional form of avatar-mediated influence whose strength depends on the integration of the digital representation into the user’s self-perception. Further research should clarify its mechanisms, temporal stability, transfer to everyday behavior, and reliable assessment methods.
Keywords:
the Proteus effect, avatar, Identification, embodiment, behavior, self-perception, virtual reality, empathy, deindividuation, immersive virtual reality